Email marketers focus on relevance to attract readers

Email marketers are still concerned about relevance, according to a BtoB study being released this month. “B-to-B State of Email Marketing: Best Practices” details the current state of email marketing as well as trends to watch going forward.

The study was based on a 21-question survey sent via email to b2b marketers in December. A total of 414 responses were collected between Dec. 8 and Dec. 14.

More than half of respondents (56%) said their biggest challenge and opportunity over the next 12 months is to deliver highly relevant content. This is significant because experts say it is one of the core capabilities that marketers aren’t delivering. It’s also one of the strategies that can make the biggest difference in the success of an email marketing program, said Morgan Stewart, CEO of Trendline Interactive, an independent email consultancy.

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