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Oct 06, 2009
Article

New Chart: Past Email Challenges to Increase in Importance Next Year

SUMMARY: During the past 12 months, email marketers have faced the extraordinary challenge of increasing email effectiveness to offset decreasing demand. The first step to overcoming important challenges in the future is to identify and prioritize what they were in the past.
Marketers Rate Past Challenges and Predict how Importance Will Increase
View Chart Online
Click here to see larger, printable version of this chart

A lot can change in a year impacted by the enormous pressure of an economic recession. While many of last year’s challenges will gain in importance going forward, one challenge stands out. More than three times the percentage of email marketers who thought "competition with social media for recipients time and attention" was a very important challenge last year, think that the importance of this challenge will increase next year.

ROI, list growth and database integration are also gaining in importance as we look ahead.

While "delivering highly relevant email content to recipients" continues to rank at the top, it is declining slightly in importance as e-mail marketers conquer the complexity of this essential tactic and consider it less of a challenge.


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