Improving email marketing campaigns is a bigger priority than social media for online marketers


By Henry Smith

Research from Emailvision has revealed that more than 50% of online marketers are placing a bigger priority on improving their email marketing campaigns over building their social media communities.

In the survey of more than 560 online marketers, 58% said that better personalisation of emails was their biggest priority for 2012. Creating email content that is relevant to the subscriber increases engagement. This is turn is more likely to cause a response or action from the subscriber, and is therefore important to marketers.

Increasing the numbers of subscribers was the second priority for marketers. Email is used to outreach to new and existing customers so a large subscriber base is key. Incidentally the biggest hurdle faced by online marketers is, overwhelmingly, increasing the number of email subscribers.

Increasing the number of email campaigns carried out was the third priority for marketers. <>Surprisingly, increasing social media communities only came in fourth, with just 22% saying that was their focus for 2012. Less than a quarter of marketers placed expanding their social following as their top priority.

Over 60% of those surveyed said that a high click-through rate represents a successful email campaign, with a further 20% being happy with a high open rate. The click-through rate represents the number of subscribers opening emails and clicking on links leading to brand pages. According to marketers the number of people engaging with brand emails affects the success of a marketing campaign.

Priorities for online marketers in 2012

Article 5 T1

Survey Information

Survey carried out in May 2012 from a sample size of 560 online marketers.

About the author

Henry Smith has been working to help organisations improve their customer relationship marketing through the use of data and technology for more than 15 years. As the Pre-Sales Director of Strategic Global Accounts at Emailvision, Henry is responsible for working with key customers, partners and prospects across the globe, helping them to develop customer centric digital marketing strategies.

About the company

Emailvision is an international leader in software as a service (SaaS) for email, mobile and social media marketing. The Emailvision mission is to provide excellence in software and services for online relationship marketing. With offices and client service teams in 19 countries, Emailvision delivers 350,000 campaigns per month on behalf of 4,000 clients worldwide. This unprecedented quality of service is driven by 12 years of research and development and by Emailvision’s 600 passionate employees. The company is privately owned by Francisco Partners.


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