According to a recent StrongView study, email marketers are much more focused on increasing subscriber engagement in the year ahead than they are on growing their list, likely reflecting continuing gradual decreases in click rates. Improving segmentation and targeting ranks as the second-most important initiative for the email marketers surveyed, as that should boost subscriber engagement. These have been the top priorities for at least a couple of years, though better understanding customer context through data analysis has since leapfrogged email list growth as a priority.
About the Data: The results are based on a survey fielded online with survey partner SENSORPRO among 295 email marketers from a wide range of industries. The survey was conducted from November 25 to December 9, 2015.