More than three-quarters (77%) of marketers are personalizing their email marketing, which, joined by websites (52%), are the only channels in which a majority use personalization. That’s according to the 2018 Trends in Personalization report [PDF] from Evergage and Researchscape International, which surveyed 300 marketers on their personalization efforts.
Increasing email list quality ranks as a more important goal of an email list strategy than increasing list size.
Email marketers have a variety of goals in mind when conducting their campaigns, ranging from selling products and services (62%) to generating leads (52%), driving site traffic (51%) and driving brand awareness (51%).
Segmentation ranked as among the top three challenges for both B2B and B2C marketers, cited by 29% and 25%, respectively.
The greatest percentage of marketers felt challenged to create relevant and compelling content that will really draw in recipients.
57% of respondents said they are always actively trying to grow their email lists.