With so many digital channels available to marketers today, businesses have a variety of platforms through which they can reach prospects. Search engine marketing and social media networks are valuable tools, but email marketing remains the most effective way to generate leads and revenue.
In fact, more than 70% of consumers prefer email communication as their source for updates from the businesses they follow.
Read more about the best email marketing optimizations.
Marketers say enhancing personalization, testing designs, and using welcome/thank you automated messages are among the most important important email strategy optimizations, according to recent research from Ascend2.
The report was based on data from a survey conducted in December 2020 among 298 marketers (40% of whom work for B2C firms, 31% for B2B firms, and 29% for hybrid B2C-B2B firms).
Marketers say personalization (43% cite) and data quality (39%) are the most important characteristics to improve for effective email campaign optimization
Attributes to Test
Marketers say prior to launching email campaigns, the most important attributes to test are design (43% cite) and deliverability (36%).
Effective Automated Series
Marketers say the most effective automated series to use for email email engagement are welcome/thank you messages (49% cite) and survey/feedback messages (46%).
About the research: The report was based on data from a survey conducted in December 2020 among 298 marketers (40% of whom work for B2C firms, 31% for B2B firms, and 29% for hybrid B2C-B2B firms).