Can you relate to data from earlier this year that shows more sophistication among email marketers? We certainly hope so, especially since it’s likely that your competitors are getting more sophisticated with their email marketing activities. If you cannot compete, how will you be able to keep your audience intact?
How have your email marketing efforts changed throughout the years? According to The Forrester Wave: Email Marketing Vendors, Q1 2012 report, email marketing has gotten more sophisticated in a few ways.
First, email marketers are using welcome programs more frequently. The numbers are quite significant too, as 93% run welcome programs at least monthly, with 86% running such a program daily.
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Second, email marketers are coordinating email efforts with website promotions, with 85% doing this at least monthly. Over one-third of email marketers coordinate email marketing content and website promotions daily.
Lastly, segmentation has become more frequently used with email marketers. These segmentation activities focus on site behavior and purchase behavior. Over two-thirds of email marketers are segmenting for both of those activities at least once per month.
As email marketing becomes more sophisticated, it’s important to learn from savvy email marketers who are evolving their campaign activities. If you need tips on building your email marketing file or optimizing your email newsletter, join us this October for the Audience Development Summit 2012. The two-day program has in-depth sessions on email marketing and newsletter creation, which will help digital publishers use email more effectively.
