Study: Leveraging consumer data is the next step in email marketing

Published on
by Brafton Editorial
Businesses are satisfied with their email marketing campaigns, but Emailvision found that marketers believe they could make better use of customer data.

A report from Emailvision found that many businesses using email marketing are looking to improve their 2012 campaigns. According to the study, 43 percent of businesses are satisfied with their ability to target newsletter content, but just 14.7 percent recognize much room for improvement.

While this is likely a good sign – essentially showing that businesses are not growing complacent in their use of email marketing – many are struggling to use all of the customer data available to them. Like any other content marketing campaign, tailoring the content shared through email newsletters to those receiving key to click-through rates and conversion marketing.

As users subscribe to email marketing newsletters, businesses receive more information that can be used to inform campaigns. Failing to consistently improve any marketing campaigns as more data becomes available will prevent businesses from attracting new prospects and maintaining relationships with existing customers.

Other areas of email marketing that businesses may want to leverage include social data. Brafton recently reported that 68 percent of companies using both channels for marketing plan to integrate the two in 2012 to engage followers and subscribers on the two fronts.

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