Marketers have voiced plans to focus more on email personalization this year. Despite the “creepiness” factor sometimes associated with personalization and targeting, consumers will embrace this trend with open arms, based on results from December 2014 polling by Listrak.
Simple personalization methods such as putting a consumer’s name in the subject line won’t cut it, though. Among US email users who opened and read promotional emails from retailers—72% of internet users studied—fully 80% said they found it useful when a retailer sent them emails featuring recommended products based on what they had previously purchased. This was the highest response, followed by 71% of respondents who liked it when retailers’ emails featured recommended products based on what they had viewed online but not purchased—a nice reminder to pick up that new shoe style they’d been ogling. Read the rest at eMarketer.