Dive Brief:
- According to fresh research from Venture Beat, personalizing emails improves open rates for 95% of email marketers.
- The survey of 200 marketers found clickthrough improved for almost as many marketers using personalization.
- What's more, marketers are finally using much more than just recipients’ names to personalize email.
Dive Insight:
Data-driven marketing is making personalization both easy and effective for marketers, in the email channel and beyond.
Another interesting result from the research was how marketers personalized email. Using the recipients’ name topped the list at 32%, but was followed by large group of data points all within the 21.8% to 29.4% range led by social profile, demographics data, previous interactions and time of day.
About marketing personalization in general, Anil Kaul, CEO and co-founder of analytics company Absolutdata, recently told Retail Dive, “What we’ve noticed, and what has been true, is that retailers establish the marketing campaign and then find the people to target. While what I believe should be happening is to look at the customers you’re trying to reach, literally create a campaign for each customer, and then aggregate that.”
Kaul did point out one issue marketers have using previous interactions for personalization is the danger of targeting a message with a product that person has already purchased.
