Recent research from Ascend2 found that marketers say enhancing personalization and testing designs are essential email strategy optimizations. 43% of respondents cited personalization, and 39% cited data quality, as the most important characteristics to improve for effective email campaigns.
Prior to launching email campaigns, respondents said the most important attributes to test are design (43%) and deliverability (36%). Automated series that are most effective for email engagement are welcome/thank you messages (49%) and survey/feedback messages (46%).
The report was based on a survey of 298 marketers in December 2020, 40% of whom work for B2C firms, 31% for B2B firms, and 29% for hybrid B2C-B2B firms.
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The Most Important Email Marketing Optimizations
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