As reported on The Drum, this year’s Email Tracking Study by the Direct Marketing Association has revealed the level of customer trust in brands has increased, as a result of improved email marketing.
The DMA research recognises two key reasons for this rise – better email segmentation and improved targeted content. From 1,800 UK respondents, the study found more than half of consumers said the emails they have received in the last year have been of interest to them. Last year just 1 in 10 participants said this was the case, while the figure this year has jumped to 30%.
The results of this study bring positive news for brands that have focussed their email marketing campaigns to provide more tailored information to customers and prospects. For those businesses still looking to better their customer engagement, improving email marketing through integrated solutions could be the answer.
The latest email marketing solutions from Profunnel enable marketers to tailor their messages through various templates, ensuring customers receive information relevant to their interests. To find out such interests, Profunnel’s B2B lead generation software can track and monitor website visitor activity, capturing data such as which website pages are visited and how often. The intelligent lead scoring system alerts marketers of the hottest leads, allowing them to target these prospects with relevant information, which is proven to be successful in retaining interest in a company.
Visit Profunnel for more information on targeted email marketing.
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