February 07, 2012

Marketing Research Chart: How CMOs rank trends that impact email marketing

SUMMARY: In preparation for this week’s MarketingSherpa Email Summit, we asked CMOs what new developments they anticipate will most affect their email marketing programs in 2012. This week’s chart explores their answers.
by W. Jeffrey Rice, Senior Research Analyst

Top trends to impact email marketing

Chart: CMOs see social media and mobile most affecting email programs in the future

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Social media tops the list for trends most likely to affect an organization’s email program. The opportunity to harness the power of social media to amplify awareness, spread content, and add new subscribers is exciting.

However, social media’s popularity has overloaded many users’ inboxes, causing webmail clients to find solutions to filter emails. Several have created social inbox tabs and are unveiling new tools to prioritize emails and sort newsletters. Email marketers need to prepare to meet these new challenges and opportunities.

It appears marketers are not concerned about the new Canadian Anti-Spam Law requiring all subscribers to opt in. We had to distinguish responses on this, ranging from being unaware of the new law, to having no concern, because they currently maintain a 100% opt-in list.

For additional research data and insights about email marketing, download and read the free Executive Summary from the MarketingSherpa 2012 Email Marketing Benchmark Report - Research and Insights for Engaging Email Subscribers.

Useful links related to this chart

MarketingSherpa’s 2012 Email Marketing Benchmark Report

Social Email Marketing: How to encourage sharing wisely, not randomly

Interactive Email: 6 tactics to leverage the influence of social reinforcement

Social Email Marketing: KFC’s Double Down email launch

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