E-mail marketing remains one of the most reliable and effective ways to improve conversion rates and secure better revenues, most marketers agree. Combining content marketing and e-mail strategies yields positive results according to more than two in three respondents in a recent poll by Ascend2 and Research Underwriters.
The benefits of delivering appealing and relevant content to users´ inboxes can be huge. As many as 71% of B2B marketers and 65% of B2C marketers have reported higher ROI as a result of improved content tactics.
However, the survey also found that creating the right content to engage users and attract clicks is the biggest challenge for both B2B and B2C marketers. They are aware of the fact that the messages they create should set their brands apart and offer solutions to prospects´ immediate needs, which puts marketers under considerable pressure, the research suggested. While writing high-quality text is essential for success, companies must first persuade leads to open the e-mails by writing the best possible subject lines, adding another challenge for marketers.
Another interesting finding from the poll is the fact that, despite the recent boom of mobile as a marketing channel, only 12% of the B2B marketers focused on smartphones and tablets. Ascend2 points out that brands should pay attention to mobile as a means to reach prospects because otherwise they risk lagging behind their competitors.