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The Email Maturity Curve and Inbox Love: New Research Data Identify Why Email Marketing Falls Short
By: Bulldog Reporter
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New research from marketing technology firm Magnetic, in partnership with retail publishing network Retail TouchPoints, pinpoints marketers’ underutilization of personalized and triggered emails to customers as a major reason why email marketing is falling short of consumers’ expectations. The firms have jointly released Inbox Love, a research report on the state of email personalization for retailers and consumers. According to the findings, only 5% of consumers cite nearly all retail emails as relevant, timely and compelling—and one in four say they are rarely ever relevant.

Based on a survey of 200 consumers from the U.S. and Canada, as well as 100 retail executives, the study found that despite an increasing demand from consumers to align their personal behaviors and preferences with the email marketing messages they receive, only 38% of retail respondents say they use customer data to create dynamic email content. Even fewer retailers (34%) are using data to optimize send frequency and/or time, despite their importance in the engagement equation; a mere 17% still don’t utilize data at all to personalize marketing emails.

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This article was originally published on Bulldog Reporter. A link to the original post follows the article.

 
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