Marketers continue to focus on subscriber engagement as their top email priority, as they have for some time now. Indeed, new research from Ascend2 finds that improving engagement is the top priority for an email marketing strategy among survey respondents, even as it’s deemed one of the most challenging barriers to success.
Beyond improving email engagement, marketers identified increased sales revenue (48%) and improved quality of leads (45%) as top priorities for an email strategy.
Of those, improving the quality of the leads created via email appears to be the biggest challenge, followed closely by increasing engagement.
It’s interesting to see the emphasis placed on sales revenue, as measurement of actions taken later in the email engagement pipeline seems to be a low priority. Just 11% of respondents said that they primarily measure sales revenue from email marketing, with far more (43%) instead focusing on early pipeline engagement metrics such as opens and clicks. Read the rest at MarketingCharts.com.
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