Email marketers are more interested in increasing conversions than in boosting sharing or growing their lists, details a new report from Ascend2 and its Research Partners. And when it comes to optimizing conversions, personalization seems to be the belle of the ball, per the study.
The survey asked 260 marketers around the world to identify the most effective email marketing tactics they’re using.
Easily the most common response was message personalization (50%), and perhaps with good reason. After all, recent research indicates that:
- Personalized subject lines tend to have above-average response rates;
- Marketers who personalize their emails also have higher-than-average conversion rates; and
- Youth want email content that’s better personalized to them.
Beyond message personalization, marketers also identified a meaningful call-to-action (38%) as one of their more effective tactics, harking back to their conversion goal. List data segmentation followed (37%), which is related to personalization efforts.
Somewhat surprisingly, automated campaigns ranked at the bottom of the list of effective tactics. That’s despite automation figuring to be one of the leading ways in which email marketers innovate this year, specifically in using automation to enable 1-to-1 communication. Read the rest at MarketingCharts.com.