Compelling content and list segmentation are rated by both B2B and B2C marketers as the most effective tactics for e-mail success, according to a June research report from Ascend 2 and Research Underwriters. Creating relevant and compelling content was ranked as key by most B2B (71%) and B2C marketers (65%). Segmenting the e-mail database was cited as an effective tactic by the second greatest percentage of B2B marketers. For B2C marketers, segmentation ranked as the No. 3 tactic for achieving e-mail marketing objectives, after testing and optimizing the e-mail campaign. But guess what? Creating relevant content and list segmentation are also listed as the most difficult to successfully execute by those same e-mail marketers, along with testing and optimizing messaging. Tactics that are the focus of many articles -- optimizing e-mail for smartphones and engaging with social media -- fell to the bottom of the list of successful e-mail tactics cited by B2B and B2C marketers. For more detail, see the emarketer.com report at http://www.emarketer.com/Article/Which-Tactics-Work-Best-Email-Marketers/1010020
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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