Adobe/DMA study identifies e-mail marketing challenges

An Adobe/Direct Marketing Association survey found that less than two-thirds of marketers are happy with their e-mail marketing efforts.

Those who responded said their top challenge was that they only had visibility to their e-mail campaigns, versus a 360-degree view of customer interactions across all channels. Only 17% said they had access to and were utilizing third-party data sources for their e-mail campaigns.

The two companies surveyed over 260 e-mail marketers in November 2014.

“Traditional ESPs built their tech to send information in a very tactical and very narrow [manner],” said Kristin Naragon, director of email, Adobe. 

New offerings, Naragon said, like Adobe’s that combine traditional e-mail marketing with this 360-degree view of customer interactions will provide greater value to e-mail marketers.

Forty-four percent of respondents said real-time integration with their company’s analytics tools was a priority for 2015.

“If you put your e-mail marketing program on top of a database that gets all that rich customer data and analytics, there is a great opportunity,” Naragon said.

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