Increasing engagement remains a top priority for email marketers, but new research suggests that it is also still a primary challenge when it comes to utilizing this tactic.
Ascend2 recently published the “Strategies, Tactics, and Trends for Email Marketing” report and discovered that the top objective for marketers with an email marketing strategy is to increase engagement (67 percent). This is followed by improving brand awareness (59 percent), increasing lead generation (47 percent) and increasing conversions (39 percent).
That being said, most marketers (66 percent) say they are only somewhat successful at achieving their primary objectives. The most critical challenge for email marketers is increasing engagement (50 percent), increasing lead generation (42 percent) and increasing conversions (40 percent).
Email Marketing and Its Role in Content Development
Although marketers are struggling to achieve their top email marketing objectives, previous research indicates that this tactic can still be worthwhile when it comes to content marketing.
Ascend2 conducted the “Email-Driven Content Marketing Survey” and found that most marketers (35 percent) are already acting on developing an email-driven content marketing strategy. This suggests that email is helping marketers utilize content as a part of their overall plans.
By using an email-driven content marketing strategy, most marketers (54 percent) hope to improve the quality of their leads.