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Over two-thirds said they would prioritise email in 2017
Email marketing is expected to receive a boost from marketers in 2017, in order to improve customer engagement. According to a survey from Yes Lifecycle Marketing, email is the most likely channel which retail marketers will increase their budgets on over the course of this year. The survey found that as brands look to increase customer engagement and improve customer acquisition, two goals which were found to be the industry’s top objectives for the year, 68% of respondents were likely to be prioritising email. This was followed by social media, which 54% of marketers are expected to fund better in 2017. It was also found that around 40% were planning to implement cross-channel attribution or test tools in order to gain greater consumer insight.
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