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Overcome These Email Marketing Challenges With Ease

Posted on 11.28.2016

The email channel is poised to have another exceptional year, but senders still face some significant challenges according to recently released research from Clutch. 

According to the Clutch data, "Targeting & Segmenting," and "Growing Subscriber Lists" were the top email challenges, followed by "Tracking Results" ("Personalization" ranked fourth followed by "Developing Email Marketing Strategy" and "Retaining Subscribers"). And really, in my opinion, tracking results should not even be on the list.

What can be done to overcome these challenges? And further, what opportunities exist for senders looking to optimize the performance of their email-based initiatives?

Let's take a closer look.

The benefit of targeting and segmenting a list is well documented (check out a list of 10 email segmentation options here), of course, but senders need to actually take the time to understand and develop buyer personas well before sending and using those segments and personas accordingly in their future sends. By identifying the characteristics and habits that distinguish subscribers from each other in some way at the outset of a campaign, it is much easier and much more effective to create and position content that will appeal to each specific group.

The ways in which senders can grow their list has long been a point of discussion among enterprises so its presence as a 'challenge' in the Clutch report should surprise no one at all. In fact, increasing the amount of people who subscribe to email campaigns is considered a persistent challenge for 38 percent of those email marketers surveyed by Clutch. Today, most senders focus on the same tactics they did years ago to acquire subscribers (opt-in forms on a website, online purchases, social media requests, events/contest registration, etc.) but the savviest enterprises, those who enjoy the best performance, know that the trick is to optimize the messaging so it places greater emphasis on the benefits of subscribing to the user. Trying to acquire new subscribers any other way is simply futile.

The third most challenging aspect of email marketing is that of tracking results, and again, there's no reason at all it should be on the list. Respondents to the Clutch survey indicate that subscriber list growth (25 percent) was the most important metric they track, followed by conversion rate (22 percent), click-through rate (19 percent), delivery rate (18 percent), and open rate (16 percent). The key metrics to track however are those that ultimately impact business and marketing objectives the most. While deliverability, opens, clicks, conversions, customer lifetime values, are important, if they do not influence what actually drives dollars and business opportunities for the organization, then perhaps your time should be focused elsewhere. 

What email marketing challenges does your enterprise face? Share your experience with a comment below now.


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