Steve Dille says, “It’s right there, glowing on the horizon: the promise of delivering behaviorally triggered messages to consumers — contextually aware engagement that’s tailored and relevant to each and every individual.

Yet, as we’ve discussed in a previous post, 70 percent of brands have admittedthey’ve failed to personalize email messages at all, let alone used behavioral data for triggering.

In fact, according to a 2014 study by Razorfish:

  • A whopping 76 percent of marketers haven’t yet used behavioral data for segmentation analysis and targeting in any channel, let alone email.
  • Only 38 percent of those interviewed are able to target a new customer versus areturning customer.
  • Just 13 percent actually deliver segmented experiences and measure the results”.

Behaviorally-Triggered Email Marketing: It’s Easier Than You Think

Marketing Land

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