Connect email and wider marketing team

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 19, 2021, 2:42 PM UTC

Marketing leaders must take an active step towards understanding email data to empower email practitioners to deliver effective campaigns.

Though most businesses use email as their primary communication tool, 44% of marketing leaders say their “organisation hasn’t yet developed a way to estimate the value of an email address.”
Organisational failure to recognise the effectiveness of email indicates a disconnect between email practitioners and the company.

Data management is the leading issue among nearly half of email practitioners. 38% of practitioners cite email deliverability as their leading issue. Due to the overwhelming amount of email data, practitioners find it challenging to communicate the importance of email marketing to wider marketing teams.

Leaders must play an active role to ensure email practitioners are not isolated from overall marketing teams. A disconnected team can face technical issues and misunderstandings, resulting in reduced creativity, productivity and overall performance. 

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