Source: StrongView [pdf]
Notes: Email marketers are much more focused on increasing subscriber engagement in the year ahead than they are on growing their list, per results from a recent Strongview survey, likely reflecting continuing gradual decreases in click rates. Improving segmentation and targeting ranks as the second-most important initiative for the email marketers surveyed, presumably as that will boost subscriber engagement. These have been the top priorities for at least a couple of years, though better understanding customer context through data analysis has since leapfrogged email list growth as a priority.
Related: Low Click-Through Rates A Top Challenge For Email Marketers
About the Data: The results are based on a survey fielded online with survey partner SENSORPRO among 295 email marketers from a wide range of industries. The survey was conducted from November 25 to December 9, 2015.