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Industry Follows B2B Lead on Email Segmentation

TheĀ  Forrester Wave Email marketing vendors 2012 report found that the industry is in robust health, according a summary by the Email Guide. However, the industry does face challenges.

Few email marketers will be surprised to learn that among the top are integration with other channels and segmentation. Rounding out the third was dynamic content.

Defining Segmentation

While studies have shown that segmentation can be challenge, one new report suggests it is an area that has been improving.

Basic segmentation is the most common email marketing practice among respondents, with two-thirds undertaking the practice and a further 20% planning to do so, according to a report released in March 2012 by Econsultancy in association with Adestra.

B2B Leads the Way?

It may be that business-to-business practices are having an impact on the industry in general, based on a recent survey of B2B marketers.

B2B marketers appear to be most comfortable using segment targeting in their email campaigns, where there is an 84 percent adoption rate, but only about one-third are using segment targeting in their display, paid search or social media programs, according to Crain's BtoB Magazine survey of B2B marketers it conducted in conjunction with Bizo.

49 percent said they spend more time and resources on email than on other channels.


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