Just because email has been around for what feels like forever doesn’t mean marketers have it down pat, especially as demand for creating a single customer view across all marketing channels grows. Based on November 2014 research by Adobe for the Direct Marketing Association (DMA), the desire to track the cross-channel consumer is presenting marketers with big hurdles.
Among digital marketers polled in North America, 51% said that email-only visibility was the biggest email marketing challenge, voicing a desire for a 360-degree view of customer-brand interaction instead. Similarly, four in 10 marketers had problems automating email campaigns based on multiple touchpoints they’d had with a specific consumer, and about the same percentage faced issues when it came to integrating tools that helped track email performance—which often limits collection of recipient data. Read the rest at eMarketer.