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.