Increasing subscriber engagement appears to be the top priority of email marketers this year, closely followed by improving segmentation and targeting.

StrongView recently surveyed 250 email marketers about their holiday marketing practices and their plans for 2016.

In the survey, the company asked marketers what their three most important email marketing initiatives in 2016 will be. MarketingCharts put together a nice graph illustrating their responses:

“More than a third cited ‘increasing subscriber engagement’ as their primary goal for 2016 and plan to use such tactics as mobile app push marketing and location-based mobile messaging to do so,” StrongView says. “In fact, nearly a quarter of marketers (24%) already use location data in their email programs.”

“Marketers are falling into the trap of shouting to their customers to be heard over the noise of the frenzied holiday season,” said Selligent (StrongView’s parent company) CEO Andre Lejeune. “They are missing the opportunity to use the holidays to build relationships with customers by being more relevant than their competitors. Marketers that align their holiday email activities with their longer term strategic goals will get the most bang for their buck.”

You can take a look at StrongView’s report here.

Image via Marketing Charts