E-mails need more personalization: Responsys

Share this content:

E-mail personalization is on the rise, however, it is still falling short of its full potential, according to the findings of The State of Personalization, a study done by e-mail marketing service Responsys.

According to the survey of about 300 marketing executives conducted in October, marketers need to go beyond just personalizing e-mail with the recipient's name and geographic location. They need to include other relevant customer data.

According to the survey, 44 percent of marketers already personalize some aspect of e-mail campaigns and 89 percent said that they plan to increase their use of personalization in future efforts.

On the other hand, survey data revealed that almost 40 percent of marketers restrict their personalization efforts to the salutation.

Only 10 percent individualize all aspects of their e-mail campaigns, including salutation, images, timing and promotion.

The biggest challenge to more personalization is lack of time and resources, as cited by 64 percent of respondents. Limited information about customers and lack of integrated customer data are also some roadblocks to personalization.

Responsys is based in Redwood City, CA.

Loading links....

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here