Email Marketers' Top Challenges and Address-Capture Tactics

Marketers say segmentation/targeting and list growth are their top email challenges, according to recent research from Clutch.

The report was based on data from a survey of 303 respondents who describe themselves as expert, advanced, or intermediate email marketers. All respondents work for companies with 100 or more employees (31% B2B, 69% B2C).

Tracking results ranks as marketers’ third biggest email challenge (respondents were asked to pick their top three issues).

Personalization ranks fourth, followed by developing a strategy and retaining subscribers.

The most popular tactics for capturing email addresses are opt-in forms on websites (61% of respondents utilize), social media (60%), online purchase prompts (58%), and event/contest/loyalty registrations (53%).

About the research: The report was based on data from a survey of 303 respondents who describe themselves as expert, advanced, or intermediate email marketers. All respondents work for companies with 100 or more employees (31% B2B, 69% B2C).

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