Research Shows Email Marketing Continues to Evolve

February 20, 2012

According to research  released by Forrester Research, Inc. in January 2012, email marketing is continuing to evolve and, in combination with other sources of marketing, is on the rise. This data comes from Forrester’s Email Marketing Vendors, Q1 2012 vendor report, where 74 email marketers were surveyed to spot trends and industry leaders in the space.

Email marketing has remained a power player in campaign management, and the research indicates it has become even more sophisticated over time. When asked the question, “What are the biggest email marketing challenges you expect to face in the next two years?” vendors responded with the following:

• Integrating email with other channels (57 percent)
• Leveraging dynamic content (50 percent)
• Leveraging segmentation (43 percent)
• Managing email frequency and cadence (38 percent)
• Increasing open and click-through rates (38 percent)

Aside from pointing out these challenges, the report also highlights common tactics used by email marketers when trying to get the best results (on a monthly basis):

• Running welcome email programs (93 percent)
• Coordinating email with site promotions (85 percent)
• Segmenting users based on site behavior (73 percent)
• Segmenting users based on past purchases (68 percent)

Although email has been a reliable method employed by marketers for some time, it continues to play a significant role in successful campaign management. Over the next two years, marketers will need to determine ways to overcome the challenges they face in order to use email marketing to their greatest advantage.

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