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RESEARCH NEWS: Content marketing benefiting emails

Content marketing is helping marketers improve their email strategies.

In a survey by Ascend2 and Research Underwriters, 70 per cent of respondents said 'creating relevant and compelling content' was the most effective tactic in helping them achieve their email marketing objectives.

However, it seems marketers are struggling to achieve this as 58 per cent of respondents said 'getting the right content to the right person' was the most challenging objective.

Despite recent figures showing the increase in smartphone usage, only 12 per cent of B2B respondents were focused on mobile.

The full findings are available to download. Fifty two per cent of survey respondents were from B2B companies.