- Increasing engagement rates is the top goal for 54% of email marketers surveyed by demand generation firm Ascend2 in their latest report, "Email Marketing Strategy." Increasing engagement was followed by increasing customer acquisition (48%) and improving email personalization (43%).
- The report surveyed 257 marketing professionals on their email marketing practices. According to the survey, 51% of respondents said that email list segmentation is the most effective email marketing tactic for them, the most of any option in the survey.
- 83% of marketers surveyed feel at least somewhat successful in their email marketing, with 36% describing their programs as being "best-in-class."
List building is one of those marketing chores that can fall by the wayside, but it's still critical for email marketing and targeted ad campaigns that use email lists. Given the results of Ascend2's survey, building an effective and reliable email list will improve segmentation and allow for more personalization to drive engagement.
“The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively," Todd Lebo, partner and CMO, Ascend2, told Marketing Dive. "All marketers need to focus on how to personalize the user experience. A more one-to-one user experience will result in higher engagement rates, brand loyalty and conversion rates.”