Data Keeps Email Relevance On Track

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Integrating email with other channels enables marketers to chug full steam ahead.

Conducting an email campaign successful enough to stand out in an overcrowded inbox is no easy feat. With so much competition for customers’ attention, it’s easy for campaigns to become derailed. But using customer data to personalize messaging can keep marketers’ emails on track.

Fortunately, there are myriad ways marketers can use customer data to personalize their emails. According to “The 2016 Yesmail Channel Report,” 61% of the nearly 200 retail marketers surveyed at Shop.org use customer data to personalize their subject lines; 42% use it to personalize emails using recipients’ names, and 36% leverage it to tailor email copy. Still, 10% of respondents don’t personalize their brand emails at all.

Marketers also need to ensure that other channels complement their email strategy, so it doesn’t go off the rails. Sixty percent of respondents do this by integrating social into their email campaigns; 52% connect direct mail to their marketing messages.

If you’re not all aboard by now, check out the infographic below for other reasons to use data and an integrated approach to email.

 

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Originally posted 2016-01-19 06:04:02.

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