Where Publishers Fail In Email Marketing

In a recent report by FOLIO and Lyris, it’s been found that companies in the publishing arena experience a lot of difficulty growing their email contact lists. In fact, as many as 54% of companies in the publishing industry say that this is their biggest issue. As an aside, if you are a DirectIQ user that is having a similar issues with growing your list, you should try out our new and improved Facebook widget – so that you can collect subscribers straight from your Facebook page!

That said, growing their lists is only one issue of many that publishing companies are experiencing right now, as 42% of those in the study claimed that dynamic content/personalization is a problem, along with 41% that claim list maintenance to be dragging down their email marketing efforts. The study had 182 respondents, all from different portions of the publishing industry (e.g. B@B, Consumer and Association publishers).

The study by FOLIO and Lyris study also looked into the goals and priorities that publishers had for next year. A whopping 60% of respondents want to improve list size, and 58% want to better their list and data quality, while 39% desire better mobile optimization – an email marketing must now that more and more people are accessing their emails from mobile devices. Furthermore, 34% of the publishers in the study reported their emails to be optimized for mobile, and 16% of them don?t know where to begin in doing so? While 19% plan to begin work on mobile friendly emails over the course of the next 12 months. Below is the full infographic breakdown on the ?Email Marketing Pain Points for Publishers.?