Email marketing isn’t dead — budgets are actually increasing according to the StrongView study. Increasing budgets means increasing scrutiny to make sure subscribers are engaging as expected. This also means improving the segmentation of lists to reach the right targets and growing opt-in email lists. Email marketing can be very effective if the list is opt-in and targeted properly. Even with all the spam out there, people are still interested in content that is valuable. Marketing Charts has more on the study and results…
When it comes to email marketing challenges, a plurality 40% said that one of their top-3 is accessing and leveraging customer data from multiple channels and data sources. Issues with coordination across marketing channels (34%) and developing more relevant engagements (32%) also appear towards the top of the list of challenges, with these pointing to the emphasis being placed on targeting and engagement. — Top Email Marketing Initiatives and Challenges in 2014
