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 Shop.org 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.

Personalization

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

Email Tactics

More than half (56%) of respondents say they use customer behavior triggers as part of their email strategy; 44% use responsive design.

Integrations

Some 60% of retail marketers say they integrate their email and social campaigns; 52% integrate their display ads and emails.

Social Media

More than half (54%) of retail marketers say they include social share buttons in their emails; 48% encourage their social followers to sign up for emails.

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

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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