Thursday, July 18, 2013

For E-mail Success, Focus on Content, Segmentation

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 report at

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