Email marketing bigger priority than social media for online marketers

Over half of online marketers admitted improving their email marketing campaigns is a bigger priority than building their social media communities.

That’s according to new research from Emailvision, which surveyed 560 marketers and found 58% claimed better email personalisation was their biggest priority for 2012. ‘Increasing the numbers of subscribers’ followed closely as their second priority, followed by ‘increasing the number of email campaigns carried out.’

Increasing social media communities only ranked fourth, with just 22% saying that was their primary focus for 2012, said the report.

Additionally, over 60% of respondents said a high click-through rate represents a successful email campaign, with a further 20% being happy with a high open rate.

 According to the report, online marketers reported increasing the number of email subscribers as the biggest challenge.

A recent whitepaper from the Direct Marketing Association (DMA)produced another challenge to consider – warning marketers that failing to understand Internet Service Providers’ (ISP) new spam-blocking filters may result in serious risk of failing to deliver emails to consumers’ inboxes.