In an industry full of batch-and-blast messaging and overzealous send cadence, is email marketing broken?If so, what's the cause? And what needs to be done to fix it?
In one of the latest editions of The Tech Blog Writer Podcast, Neil Hughes chatted with our own Colby Cavanaugh (SVP of Marketing at Emma) about these questions and more with an eye toward the findings of our 2017 Email Marketing Industry Report.
A few key takeaways from their discussion...
• Users are more sophisticated today than ever before. If you don't provide personalized, relevant messaging, not only will they ignore you – they'll actually develop a negative impression of your brand.
• We all know that we need data to do better marketing. But having the data isn't the issue: Marketers have the data, but the problem is that they don't have the time or manpower to get the most from it. While 64% of marketers point to not having enough time or enough personnel to do the kind of marketing they would like, only 16% identified lack of data as a pain point.
• Marketers are expected to do more with less. The secret to getting there? Focus on the right segments of your audience, the right channels for your brand, and utilize the right tools to help you scale your efforts.
Listen to the full podcast here:
About the Author
McKenzie Gregory is the content marketing manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.Follow on Twitter More Content by McKenzie Gregory