New York\u2014Email marketing, while virtually a legacy channel, continues to adapt\u2014slowly\u2014to content and mobile marketing, according to a new study by BtoB.<\/p>\n
According to \u201cEmail Marketing: An Established Channel Evolves,\u201d content that inspires registration is the most common trigger for an email campaign: 63% of respondents reported that event and trade show registrations provide leads for email marketing campaigns, with 62% saying that form registration for webinars and white papers also trigger an email. No other customer activity\u2014requests for demos (36%), website behavior (32%) or call center interaction (17%)\u2014came close.<\/p>\n
However, use of triggered email remains relatively rare. Only a little more than a quarter of marketers reported that their companies use automation platforms to deploy email this way.<\/p>\n
Despite the proliferation of mobile devices, mobile email is also taking a while to enter the mainstream. Only slightly more than a quarter of marketers said they are developing a mobile strategy as part of their email-marketing program, requiring adaptations to both content and email design.<\/p>\n","protected":false},"excerpt":{"rendered":"
New York\u2014Email marketing, while virtually a legacy channel, continues to adapt\u2014slowly\u2014to content and mobile marketing, according to a new study by BtoB. According to \u201cEmail Marketing: An Established Channel Evolves,\u201d content that inspires registration is the most common trigger for an email campaign: 63% of respondents reported that event and trade show registrations provide leads […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[574,423],"class_list":["post-1921","post","type-post","status-publish","format-standard","hentry","category-blog","tag-email","tag-email-marketing"],"yoast_head":"\n