Email Marketers Focus on Increasing List Quality and Lead Conversions

Email marketing is a cornerstone of many marketers’ strategies, but new data suggests that there is room for improvement. The “Email List Strategy Survey” from Ascend2 has revealed that 70 percent of marketers would like to increase the quality of their email lists. This was cited as their top objective, followed by increasing lead conversion rates and open rates.

Nearly half (46 percent) of respondents claim that they have seen their email list quality improving. Email-specific landing pages (53 percent) and content download registrations (46 percent) were named the most effective tools for achieving email list strategy goals. However, the struggle continues, with the majority (55 percent) of marketers saying that they have only been “somewhat successful” at overcoming barriers and reaching their objectives.

Email and social media integrations (41 percent), offline opt-ins (31 percent), and website access registrations (29 percent) have been the most challenging tactics for email marketers to execute.

Reaching Target Audiences with Marketing Emails

Previous research has indicated that marketers are still sending a large amount of emails, but delivery issues are hindering their communication efforts. The “Quarterly Email Benchmark Report” from Experian Marketing Services found that email volume rose by 24.8 percent in the third quarter of 2015, compared to the same quarter in 2014. However, 73 percent said they faced delivery issues throughout last year.

About 80 percent of respondents said that they did not have a data cleansing process in place. Nearly 41 percent stated that poor email delivery reduced their ability to communicate with email subscribers.