Email Marketers' Top Areas of Focus in 2016

Email marketers say their top areas of focus this year are automation, measurement, and campaign strategy, according to a recent report from Econsultancy and Adestra

The Email Marketing Industry Census 2016 was based on data from a survey of 1,150 global marketers conducted in February and March 2016. Respondents included in-house marketers for companies (66%) and agencies/consultants/vendors (34%).

Some 34% of email marketers say automated campaigns are one of their top three areas of focus in 2016.

Measurement and analytics is second (28% of respondents cite it as a top three area of focus), followed by strategy/campaign planning (27%), segmentation (24%), and personalization (22%).

Two-thirds of respondents say they plan to innovate this year by exploring more creative uses of behavioral triggers, and 52% want to innovate by making more use of dynamic elements such as video content and GIFs.

About the research: The Email Marketing Industry Census 2016 was based on data from a survey of 1,150 global marketers conducted in February and March 2016. Respondents included in-house marketers for companies (66%) and agencies/consultants/vendors (34%).

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