July 20th, 2017 by Sam Del Rowe

Revenue contribution from email marketing is up 18 to 20 percent in 2017 compared to 2016, according to a study by market research firm The Relevancy Group, in collaboration with content personalization and intelligence platform OneSpot. The study also found that marketers using deep personalization can drive up to 17 percent more revenue via their email programs than those that do not use deep personalization.

Findings from the study indicate the effectiveness of various personalization tactics. 60 percent of respondents report that leveraging real-time data in email is “effective” or “highly effective,” with 58 percent and 59 percent respectively reporting the same for machine learning and personalizing email content.

Nevertheless, the study found that many email marketers are struggling to capitalize on email personalization. 44 percent of respondents identified “lack of internal buy-in” as the largest impediment to implementing personalization, while 26 percent reported that email personalization is not a priority in their existing budget. Moreover, more than half of respondents are not making personalized product recommendations in their messages or using a recommendation engine to deliver personalized content to newsletter subscribers.

“Opportunities have never been greater to drive engaging, relevant, personalized experiences in email based on real user behavior, and marketers who are currently capitalizing are realizing measurable results,” Nicholas Einstein, vice president of research and principal analyst of The Relevancy Group, said in a statement.  “The organizational headwinds that prevent many marketers from innovating to drive personalization still blow strong, but can be navigated when companies take steps to implement measurement, align stakeholders and partner with experts.”

[…] the demand, most brand managers don’t think their personalization efforts are resonating. A recent survey of marketers revealed that 60 percent of marketers struggle with the […]

Pingback by 4 ways personalization can power your marketing efforts | SoBiz — — August 15, 2017 @ 5:42 pm

[…] A recent survey of marketersrevealed that 60 percent of marketers struggle with the tactic. […]

Pingback by 4 ways personalization can power your marketing efforts – Site Title — — August 15, 2017 @ 6:37 pm

Interested to know if you think that going forward the whole concept of email marketing will have lower impact on revenue due to customers using less and less email and leveraging social media posts to communicate with each other?

Comment by Amir — — August 29, 2017 @ 1:26 am

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