A new study from Yesmail shows that most retailers are using e-mail personalization, but the strategy is not getting much further past the subject line.
According to VentureBeat, “There’s more customer data available than ever, but collecting, integrating, and using it for personalization can be a challenge.” Two thirds of the surveyed retailers admit that data from subscriber social media behavior isn’t used to improve message relevance.
Above: Source: Yesmail
Image Credit: YesMail
Above: Source: VentureBeat
Image Credit: VentureBeat
“Most companies are basing personalization efforts off of historical data sources, like transaction history. Yet data that indicates what someone is interested now, or possibly in the future, can be much more valuable for personalization. Adoption remains relatively low, but more companies are using behavioral data from their websites and apps to personalize email.”