October 2014 research by Econsultancy found that email was the top channel client-side marketers and agency professionals worldwide used to personalize the digital experience, cited by 78% and 80%, respectively.
But while tailored email campaigns aren’t a foreign concept, improving personalization and targeting will play an important role next year: helping with return on investment (ROI).
Among respondents to October 2014 polling by The Relevancy Group, improving segmenting and targeting was the No. 2 priority for improving email marketing ROI in 2015, cited by 40% of US enterprise marketing execs and 36% of those at medium-sized firms. This only trailed greater use of analytics to optimize communications, which is also critical for creating a single customer viewpoint to execute personalization. Read the rest at eMarketer.