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How Retail Marketers Are Improving Their Email Campaigns

by Ayaz Nanji  |  
January 18, 2016

More than two-thirds (69%) of retail marketers say they use engagement data (opens, clicks, etc.) to improve the relevance of their email campaigns, according to a recent report from Yesmail.

The report was based on data from a survey of nearly 200 online retail marketers who attended the National Retail Federation's conference in October 2015.

Some 60% of the marketers surveyed say they now use purchase behavior data to send more relevant emails to consumers, and 50% use demographic data such as gender, age, and location.

Below, additional key findings from the report.


Some 61% of retail marketers say they personalize email subject lines based on customer data; only 36% personalize the body copy of emails.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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