Keeping in mind that targeting recipients with highly relevant content is the most significant challenge to email marketing effectiveness, the question now is what’s the most effective email tactic to increase relevancy?
This chart incorporates three sets of data on relevancy tactics. The level of effectiveness is shown on the vertical axis while the degree of difficulty to implement the tactic is shown on the horizontal axis. The size of each sphere represents its level of usage.
According to MarketingSherpa’s 2011 Email Marketing Benchmark Report , the most effective tactic to increase relevancy is triggered emails . At HubSpot , we use our marketing software's Lead Nurturing emails to keep in touch with prospects.
But here’s the rub - that tactic is not the most implemented by email marketers, as the chart below outlines.