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Study: 39% Of Marketers Source Content Ad Hoc For Email Efforts

  • Written by Matt Halchak, Contributing Editor
  • Published in News Briefs

getresponse studyA new report from online marketing platform GetResponse and the Content Marketing Institute revealed that 39% of content marketers source their content on an ad hoc basis for automated email marketing campaigns.

The report surveyed more than 2,500 global content marketers to highlight best practices for incorporating content marketing tactics to better reach audiences.

GetResponse asked marketers which techniques they used to plan integration of content with email marketing and marketing automation. The study revealed:

  • 35% have a long-term strategic approach to content planning, creation and distribution;
  • 30% assess and optimize the effectiveness of different content types used within email;
  • 23% prioritize the use of content marketing to plan and deliver the content targeted to audience through the customer lifecycle; and
  • -          17% measure ROI of each content asset and value of email sent.

The study asked marketers what the primary driver of success metrics for email marketing would be. Twenty-nine percent (29%) of marketers cited an increase in subscribers, while 21% said investing in high-funnel engagement metrics. Interestingly, 23% of respondents said that they had no current metrics at all.

When asked about targeting email messages, roughly half (50.4%) of the respondents said that they do not use segmentation. The research found that:

  • 29% of respondents use basic segmentation with 2-5 criteria;
  • 14% use segmentation with automated rules; and
  • Only 7% use more sophisticated layering techniques such as personalization or behavioral targeting.

“This report helps marketers understand how to optimize their content marketing efforts,” said Simon Grabowski, Founder & CEO of GetResponse, in a statement. “The findings provide insight into what practices have worked for marketers in the past, and how those struggling with content marketing can take the necessary steps to course-correct existing strategies moving forward.”