Feature Articles

Personalization techniques help organizations deliver relevant email marketing campaigns by incorporating customer profile information, segmentation or demographic behavior, and other attributes from customer databases, according to new data from Aberdeen Group. While the report titled, “Email Marketing: Get Personal With Your Customer,” found almost unanimous agreement (96% of respondents) that email personalization can improve email marketing performance, it also found dramatic performance variations among leaders and laggards.

In the new world of efficiency-first marketing, segmentation and targeting are becoming cornerstones of demand generation strategy. As evidence, leading research consultancy SiriusDecisions has designated target marketing as one of four key building blocks of its Demand Ecosystem.