Tuesday, July 5, 2016

Study: Marketers use personalization tactics most on email


By  | June 30, 2016 

Dive Brief:

  • A study of 250 marketers by Evergage and Researchscape found that email (67%) and websites (56%) were by far the two most popular marketing channels for personalization, with mobile websites (27%) coming in a distant third.
  • Email is particularly ripe for personalization because names in email subscriber lists often contain key data, such as transaction history or personal details, that lend themselves toward segmentation. 
  • Separate research by Pan Communications from May found that personalization was the top trend for U.S. marketers this year, surpassing location-based marketing and virtual reality.

Dive Insight:

Personalization is one of the key benefits of data-driven marketing. Coupled with martech automation tools, the sheer amount of first party data that marketers collect on prospects and customers allows marketers to personalize through list segmentation and buyer personas. It also allows marketers to drill down to the individual level where each email recipient or website visitor gets a unique experience through dynamically served content that's geared specifically to their attributes and/or behavior.
Email on Acid’s recent Email Insights Study found that 45% or more of marketers plan on implementing dynamic content elements and personalization this year.
"There has been a lot of talk about how email is dead and that social media is now the go-to channel for marketers," John Thies, Email on Acid’s co-founder and CEO, told Marketing Dive. "That is simply not true. Marketers are planning on investing more time, money and effort in email marketing and will continue using it as their primary communication channel."

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