Gurumantra,
I came across this excerpt in a review about a new report about email from MarketingSherpa – it’s the PERFECT demonstration of Easy, Engaging and Effective!! SWEET!
Wednesday, January 5, 2011
Email marketers continue to struggle with the challenge of delivering highly relevant content to their target audiences. Developing a sufficient amount of content is a time-intensive process that many marketers do not have the resources to produce. While relevancy will be the most significant challenge to email marketing effectiveness in 2011, there is a range of second tier issues
| Most Significant Challenges To Email Marketing Effectiveness, By Primary Channel | |||
| Obstacle | Business channel (B2B) | Consumer channel (B2C) | Both channels (B2B2C) |
| Targeting recipients with highly relevant content | 68% | 66% | 56% |
| Quantifying email marketing ROI | 44 | 37 | 44 |
| Improving email deliverability | 41 | 39 | 31 |
| Getting people to opt-in to email lists | 40 | 46 | 42 |
| Legitimate email being perceived as spam | 38 | 35 | 36 |
| Lack of an effective email marketing strategy | 33% | 33 | 40 |
| Source: MarketingSherpa Email Marketing Benchmark Survey, December 2010 | |||
The popular use of an email marketing tactic does not always reflect its effectiveness, says the report. For example, that the tactic of segmenting email campaigns based on behavior is used more often than automatically sending email based on triggers, which is more effective and less difficult to implement.
| Three Dimensions Of Relevancy Tactics: Effectiveness, Difficulty And Use | ||
| Approximate % of Difficulty/Effectiveness (100% = Most Difficult) | ||
| Usage | Degree of Difficulty | Level of Effectiveness |
| Automatically send email based on triggers |
65% |
55% |
| Segmented email campaigns based on behavior |
80 |
50 |
| Segmented email campaigns based on sales cycle |
65 |
35 |
| Dynamic personalized email content |
50 |
35 |
| Allowed subscribers to specify email preferences |
42 |
32 |
| Source: MarketingSherpa Email Marketing Benchmark Survey, December 2010 | ||