UK Publishing Email Benchmarking Survey Summer 2012
What challenges do publishers face with their email marketing?
How is email affected by the rise of new channels such as social media and mobile? Find out in the Adestra and PPA UK Publishing Email Benchmarking Survey Summer 2012.
Email marketing is a critical communications tool for publishers, a key weapon for retention and acquisition activity. In today’s competitive, challenging climate digital marketing is all about the data. This means acquiring it from various channels, integrating it with other business functions, using it, cleaning it, i.e. maximising it.
Findings from the new survey, show UK publishers can improve email marketing response rates and ROI by concentrating their efforts on automation, social media and mobile. This is the first time that such a survey has been conducted for the publishing industry. It has found some interesting statistics gathered from publishing experts across the sectors, core activities and differing organisation sizes.
This is the second installment of the survey from April 2012, this means for the first time trend data is available for direct comparison period-on-period. This gives publishers a much more accurate picture of what is happening in the email marketing sector and identifies which emerging trends to exploit.