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Email’s Still the Most Common Channel for Personalization, but Efforts Remain Fairly Basic

More than three-quarters (77%) of marketers are personalizing their email marketing, which, joined by websites (52%), are the only channels in which a majority use personalization. That’s according to the 2018 Trends in Personalization report [pdf] from Evergage and Researchscape International, which surveyed 300 marketers on their personalization efforts.

The results align with last year’s study – in which email and websites were again the only channels with widespread use of personalization – and with separate research from Econsultancy and RedEye, which also find personalization efforts mainly used for email, with a slight majority also personalizing websites.

Not surprisingly, then, email content (71%) is the area where the most marketers are personalizing experiences, followed by home pages (45%) and landing pages (37%), per this latest report.

Read more at Marketing Charts.

 

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