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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...
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