Email Strategies: What's Hot, What's Not

There’s a new email marketing tactic or strategy popping up every day. For many marketers, optimizing your email program can easily become a game of whack-a-mole. And the rules of the game are constantly changing as your email program and subscribers evolve over time.

To find out the key strategies email marketing influencers incorporate into their own programs, Return Path, in partnership with Ascend 2, fielded the Email Marketing Strategy Survey. The responses of over 100 email marketing influencers were analyzed and compiled into our eBook Email Marketing Campaign Strategies. Here are some key takeaways to fine tune your email marketing strategy.

Goals and Barriers
Email personalization was the highest email marketing priority for more than half of B2C marketing influencers. Marketers were also focused on increasing subscriber engagement (47 percent) and improving customer retention (44 percent). But these aren’t simple endeavors. Those same priorities were identified as the most significant barriers to strategic success, as efforts to personalize are limited by the collection of quality data (46 percent), while lack of personalization limits customer engagement (44 percent).

Key Takeaway: Data analytics should drive marketing strategy and not the other way around. The ability to effectively capture, analyze and leverage quality data for email personalization is increasingly the cornerstone of a successful program. A data-driven strategy allows individualized email messaging and behavior-triggered emails for increased engagement and retention.

Let’s Get Personal
While improving email personalization is a common goal for email marketers, the effectiveness of personalization tactics and the required level of execution vary. The greatest majority of respondents found individualized email messaging to be as successful (48 percent) as it is difficult (48 percent).

Key Takeaway: Understanding which personalization tactics are most effective for your email program will help focus your efforts. As you execute these tactics, continue to reevaluate their effectiveness as your customer needs, interests and expectations evolve. Email marketing strategy is about evolution, not revolution.

Read the full report for more email marketing campaign strategies. And to find out what role technology can play in your program’s success, read Technology is Changing, Is Your Marketing Strategy?


minute read

Popular stories



BriteVerify email verification ensures that an email address actually exists in real-time


The #1 global data quality tool used by thousands of Salesforce admins


Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality


Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time