Email marketers are looking for better strategic integration of email within their broader programs, according to an Adobe and DMA survey of more than 260 email marketers from the DMA membership base. Asked which potential strategies could most impact their email marketing efforts, a leading 72% pointed to technology that enables a 360-view of customer/brand interactions. Many also foresee the impact of technology that enables real-time, cross-channel email insights (64%) and a CMO who values integration of email with other channels (60%).
The focus on the 360-view is a reflection of email marketers’ top challenge (among those identified), which is email-only visibility versus 360-degree view of customer interactions with the brand. Read the rest at MarketingCharts.