New research from Ascend2 found that improving email sign-up conversion rate and improving content quality and relevancy are both the biggest challenges for marketers when it comes to their email marketing list.
The research also found that improving list hygiene and reducing unsubscribe rates are also important.
Naturally, conversion rate increases are the biggest challenge but content is important to marketers, who realise that quality, relevancy and value of content is key to email marketing. It ultimately is what will encourage customers to interact with the brand.
By Robert Jones
Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.
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