A spate of recent research has highlighted the importance of relevance in marketing messaging, and a benchmarking report from Ascend2 concerning email marketing comes to a similar conclusion. Respondents to the survey indicate that the creation of relevant and compelling content is by far the single most effective email tactic for achieving important objectives. Oh, and it also happens to be the most challenging to execute.
First off, a look at the objectives that email marketers are looking to achieve in the coming year. Closely grouped at the top are 3 main goals: improving lead nurturing (52%); improving click-through rates (50%); and increasing website traffic (49%). Much as other related surveys have found, subscriber growth is a little lower on the agenda. Read the rest at MarketingCharts.