Today’s digital consumers have forced publishers to move some of their marketing efforts away from print and toward online and mobile. However, September 2014 research from FOLIO:, sponsored by Lyris, found that publishers were still struggling with email marketing—a more “traditional” digital channel.
US publishing professionals’ responses indicated that they were facing challenges with simple email marketing tactics including list growth and list maintenance. List growth was the most common hurdle, cited by the majority of respondents, while 41% had problems maintaining the lists they did have.
Publishers aren’t ignoring their list problems though—good news considering that without the right recipients, email marketers won’t see the success they desire, according to FOLIO:. When asked about their email marketing priorities for the next 12 months, list growth and improving list data and quality were the top two responses, cited by 60% and 58% of publishing professionals, respectively. Read the rest at eMarketer.