Delivering Targeted Content Tailored to Subscriber Interests is Most Effective Email Marketing Tactic

MarketingSherpa recently released results of a study showing that the most effective email marketing tactic is to deliver targeted content tailored to subscriber interests.

While dividing up distribution lists into targeted segments can be somewhat time-consuming (depending on the internal CRM system in place), law firms that adhere to this "best practice" should see higher click and conversion rates than their peers who distribute content to broader audiences not necessarily interested in each topic discussed in the emails received. And stronger subscriber engagement typically leads to lower unsubscribe rates.

See the chart below for other tactics viewed favorably (or not). Click here to see a larger version.