Personalization is a major goal for most email marketers. But one of the factors holding them back is not having the good-quality data they need to do it effectively.
In “Email Strategies for Success,” a 2017 research report by the email service provider Upland Adestra, 77% of respondents said they believe email marketing effectiveness is increasing significantly. Also, 64% said improving email personalization was one of their most important goals, but 51% of the respondents said that data quality is the biggest barrier to personalizing effectively.
As this study makes clear, executing “personalization” is not as easy as everyone makes it out to be. It all boils down to having “good data.”
In 2020, I am willing to bet that the need to implement personalization remains as strong as ever, but marketers are still having the same issues with data quality.
Below I will highlight two of the important steps needed to unlock the value of email personalization.
Begin by defining personalization in email