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Emma’s 2017 Email Marketing Report Reveals Marketers Struggle with Conflicting Priorities

Marketers feel torn between meeting increased customer expectations and internal demands to show ROI

(NASHVILLE, TENN. – June 7, 2017) Emma, a provider of best-in-class marketing software and services, today released its 2017 Email Marketing Industry Report. The report answers the question “What’s driving today’s marketers?” by drawing upon a survey of 200 organizations and interviews with over 25 industry leaders at Emma’s annual Marketing United conference.

The report analyzes the goals, concerns, and pressures facing marketers and includes advice  and strategies to help them overcome their biggest challenges. The results reveal a number of interesting trends and insights about today’s marketers. Key findings include:

  • Marketers are wrestling with conflicting priorities. Most marketers understand that great marketing means putting the customer first, but their internal goals aren’t lining up. 68% say that gaining new customers and increasing revenue are their ultimate measures of success.
  • Marketers have the data, but they don’t have the resources. Over 64% point to not having enough time or enough personnel to do the kind of marketing they would like. Only 16% identified lack of data as a pain point.
  • Email is still the king. 47% of marketers report that email generates the most ROI for their organization, and 58% plan to increase spending on email marketing during the next year.

“Our report shows marketers, ‘You’re not alone.’ The struggle to meet competing internal and external expectations, to do more with less, is very real,” said Colby Cavanaugh, senior vice president of marketing at Emma. “These insights arm marketers with the data they need to go to their organization, propose new solutions, and do the kind of marketing they’ve always wanted.”

When marketers are ready to solve these challenges, Emma's suite of product features including A/B testing, landing pages and automation, can help drive business results that meet both increased customer expectations and internal demands.

To download the full report, visit

Emma's powerful digital marketing platform makes it easy for teams of all sizes to create beautifully designed email campaigns that drive results. Identify who to target, automate your marketing programs and integrate with the technologies you use most to deliver more timely, personalized and effective communications. With award-winning thought leadership, friendly expert services and thoughtful product design, Emma helps marketers worldwide do their very best work. To learn more, visit or follow us on Twitter.

Metis Communications
Kate Sena

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