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Survey: Lack of customer data biggest e-mail challenge

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Atlanta—A new JupiterResearch survey commissioned by e-mail service provider Silverpop found that 34% of marketers report a lack of customer data as the biggest hurdle they face in e-mail marketing. Thirty-two percent of the 422 e-mail marketers polled said they struggle with analyzing campaign results.

“The ability to analyze customer data in meaningful ways is more important than ever for marketers,” said Elaine O’Gorman, VP-strategy for Silverpop, in a release. “Driving Web site traffic, personalizing content and improving ROI can’t happen without sufficient levels of customer data and sophisticated analysis of that data.”

According to the survey, when seeking the assistance of an ESP, four out of 10 marketers sending 50,000 or more e-mails a month look for customized reporting capabilities from an e-mail marketing application. Thirty-eight percent identified the ability to program reoccurring campaigns as important. Campaign triggering capabilities also ranked high at 35%.

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