Wringing More Use Out of Email Marketing Databases
Email marketers know they need to get more value out of their customer data–but still too few are taking steps to do so, according to a survey by EmailVision.
Of the 700 online marketing managers contacted for the survey, 89.2% said that email remains the same or more important to their overall marketing strategy versus 2 years ago. At the same time, an overwhelming 97% of survey responders believe that sending well-targeted, personalized emails was an important or very important in achieving the best response rates. Yet only 20% of those questioned said they were personalizing.
List Segmentation
This is an oft-repeated theme in the email marketing industry. Yet, despite its frequent discussion, few companies seem to make progress towards better personalization or segmentation. Many SMBs donât even segment their emails at all , according to a survey from Alterian.
Only four in 10 global marketers (43%) use email segmentation to personalize messages by audience, it found, and another 44% are still employing email blasts of some kind, although 26% use basic personalization and 18% blast out on a mass basis.