by W. Jeffrey Rice, Senior Research Analyst
Marketing Research Chart: Three dimensions of email objectives - need, difficulty and popularity
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Maintaining both efficiency and effectiveness in an email marketing campaign is a continuing challenge for marketers as they struggle to maximize time and resources in a weak economy.
This virtual "tight-rope walk" often forces marketers to pick and choose from a variety of potential strategies. So, we decided to look into some of the main factors influencing the selection and implementation of email tactics.
During our 2011 Email Marketing Benchmark Survey, we asked marketers to tell us about their email marketing needs and some of the difficulties they face during implementation.
We saw, among other things, that combining email with other functions ranks highly on list of needs. Respondents ranked email integration and using email for funnel optimization as two of the most important email marketing objectives.
Still, these tactics prove to be difficult to implement. When it comes to ease of implementation, segmentation, testing, and delivering relevant content win out over other email marketing tactics.
For additional research data and insights about email marketing, join us at Email Summit 2013
in Las Vegas, February 12-15, or download and read the free Executive Summary
from MarketingSherpa’s 2012 Email Marketing Benchmark Report – Research and Insights for Engaging Email Subscribers
Useful links related to this chartEmail Marketing: 5 tips for improving the value of your listCall for Speakers: Email Summit 2013B2B Email Marketing: How reputation, content and brand management affect deliverability 2012 Email Marketing Benchmark Report