Optimization, Analysis and Content Are Top Email Marketing Challenges in 2012

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Email marketingA new report from The Relevancy Group, sponsored by Return Path, finds that too many marketers lack information that would help them optimize their email programs. Half of the respondents to the survey said they feel their email metrics and audience analysis fall short.

According to the report, 26 percent of marketers say knowing how to optimize their marketing is the top email marketing challenge of 2012, followed by 24 percent who cite analyzing campaign results and 21 percent who point to creative content development. Managing frequency across all channels (20 percent), list turnover (20 percent) and benchmarking email performance to peers (20 percent) are also among the top email marketing challenges.

The Relevancy Group also looked at what measurements are accessible in email marketers

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