November 30, 2010

New Chart: Chief challenges to email marketing success

SUMMARY: We asked more than 1,100 email marketers what are the major hurdles in creating effective email communications. Were their responses different if they were a B2B or B2C marketer? In this week’s chart we have segmented data by channels, providing you with some key insights.
Most significant challenges to email marketing effectiveness, by primary channel

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Email marketers continue to struggle with the challenge of delivering highly relevant content to their target audiences. Whether marketing to consumers, businesses or both, the more targeted an email campaign, the more content is required. Developing a sufficient amount of content is a time-intensive process that many marketers do not have the resources to produce.

While relevancy will be the most significant challenge to email marketing effectiveness in 2011, there is a range of second tier issues -- from quantifying email marketing ROI to growing email lists -- that are equally challenging to marketers in all channels and have been addressed in this study.

For additional research data and insights about email marketing, download and read the free Executive Summary from the MarketingSherpa 2011 Email Marketing Benchmark Report.

Useful links related to this week's chart

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