Are Companies Getting Smarter with Email Marketing?

Author:

Graham Charlton

Source:

Personalisation and segmentation
 
There has been a big increase in the proportion of companies taking advantage of their email vendors' ability to personalise emails, something which can have a significant effect on open rates.
 
More than half of respondents (52%) say they use personalisation, compared to 38% in 2009.
 
As the chart below shows (click image for bigger version), more companies are using more advanced tactics like using transactional emails for marketing, behavioural targeting and re-marketing. 
 
More companies are making use of the services offered by email vendors...