December 07, 2010

New Chart: Top tactics for delivering relevant email content

SUMMARY: Which tactics for improving email relevancy are the most effective, the most widely used and the most difficult to execute? From trigger-based email campaigns to behavioral segmentation, see how various tactics line up in this week’s chart.
by Jeffrey Rice, Research Analyst

Three dimensions of relevancy tactics - effectiveness, difficulty and use

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Click here to see a larger, printable version of this chart

The popular use of an email marketing tactic does not always reflect its effectiveness. We've taken a deeper dive into the analysis of tactics in this week’s chart to gain a better understanding.

This chart incorporates three sets of data on relevancy tactics. The level of effectiveness is shown on the vertical axis while the degree of difficulty to implement the tactic is shown on the horizontal axis. The size of each sphere represents its level of usage.

This chart shows, for example, that the tactic of segmenting email campaigns based on behavior is used more often than automatically sending email based on triggers, which is more effective and less difficult to implement.

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 chart

Members Library -- Chart: The Benefits of Sharing Email Content with Social Media Sites

Members Library -- 'Mind Type' Segmenting Lifts Email Donations 42.5%: 6 Steps to Find Subscribers' Underlying Motivations

Members Library -- Crafting Relevant Email Messages: How to learn from your audience

Webinar Replay -- Top Email Tactics to Improve Relevancy & Deliverability

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