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Email Driving Cross Channel Integration

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According to the Experian Marketing Services market survey addressing email acquisition and engagement tactics, 44% of total opens occur on mobile devices; 52% of marketers have used animated gifs in their email campaigns; marketers are seeing strong survey completion rates, regardless of offer; email is a strong performer as a generator of both website traffic and revenue; email marketers are testing subject lines and creative more than any other factors; 78% of brands use sales associates to collect email addresses.

Email marketing continues to be the hub and a driving force in cross-channel integration, says the report, as marketers’ email strategies act as connectors to Website, mobile, social and in-store channels. The study surveyed email marketers across eight verticals about their email-marketing initiatives.

Peter DeNunzio, general manager at Experian Marketing Services CheetahMail, says, “… more email marketers (are) testing new engagement strategies to expand their reach into other marketing channels… (as) a spearhead… towards true cross-channel optimization…” The continued efficacy of email marketing makes email address acquisition a prime tactic for high return on investment (ROI). Today’s email marketers are using multiple channels to acquire new subscribers. Key findings show that:

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