What Makes a Best-in-Class Email Marketer? These Six Things.

In order to go from good to great in email marketing, Validity partnered with Demand Metric to survey email marketers and find the six areas of notable differences in successful programs. High-performing email marketers have goals and objectives that align with company initiatives, focus on the right tactics, use the right technology for the tactic, invest in acquiring the skills and training, understand customers' preferences, and know and track the competition.

For example, best-in-class email marketers use tactics like email personalization, email list management, and subject-line optimization, and they are more likely to use technology to optimize deliverability, monitor for reputation issues, and A/B-test subject lines. They also assess customer preferences for time spent reading emails and devices used. Furthermore, they track their competition, either by signing up for their email programs or using third-party technology.

These six areas of differences show that successful email marketers pay attention to detail and use the right technology to keep ahead of the competition. By aligning objectives with company goals, focusing on the right tactics, and understanding customer preferences, email marketers can make their programs stand out from the rest.