E-mail "renaissance" hinges on improving content

07/16/2013 | BtoB Magazine

Delivering content tailored to specific industry and audience segments is the top way marketers say e-mail programs should be improved, but most find content to be the greatest challenge in e-mail marketing, according to a report from BtoB. E-mail is in its renaissance and will be helped by a renewed focus on quality content, but new successes will come "only if you're doing it right with your content," Worldata President and CEO Jay Schwedelson said.

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