Dive Brief:
- New research from eMarketer shows 35% of email marketers reported prioritizing segmentation and targeting.
- That figure was closely followed by marketers saying next on their priority list is using real-time data and optimizing communications with analytics, at 33%.
- Meanwhile, making use of real-time data is an ongoing priority for email marketers.
Dive Insight:
A new eMarketer report, “Email Marketing Benchmarks 2015: Are Performance Metrics Revealing Signs of Consumer Fatigue?” found email marketers reporting segmentation and targeting, utilizing real-time data and optimizing communications through analytics were all high priorities.
"If consumers are going to engage with a brand, they expect that brand to know the best way to reach them and communicate with them. They don’t care that your email marketing group isn’t going to get credit if you click on something through an SMS. They see you as one brand," Spencer Kollas, vice president of global deliverability services at Experian Marketing Services, told eMarketer.
He added that whereas at one point email marketing was nothing more than an "old-fashioned" blast, it now takes a little more analysis and thought. Marketers have to meet consumers where they are, and do so in a more customized manner.
"Now [email marketing is] more about being able to identify and engage people by using intelligence to know when to interact with them and what channel best fits that person. That’s where it’s all going," Kollas said.