How to engage audiences through email marketing

You’re an IT Director in financial services. Or the Head of e-Delivery in the public sector. From our decision-maker research, we know that you receive around 30 supplier marketing emails every day (without even considering more regular spam emails) – and probably find barely a quarter of these to be relevant.

It’s a sign of email’s growing popularity or even over-use in isolation from other activities (as a more ‘measureable’ and ‘cost-effective’ digital channel) and of some common mistakes being made in how it is used.

We recently reviewed a year’s worth of emails sent out as part of wider relationship, lead generation or thought leadership programmes. The key conclusions are presented – and illustrated with examples – in a paper available to download here.