Businesses that utilize email marketing techniques to contact customers are becoming increasingly aware of the need to create personalized and targeted campaigns, it has been claimed.
According to an article by emarketer.com, brands are being encouraged to engage with their customers as a result of ever-changing marketing trends.
The report cited a recent study by Alterian survey which found that nearly three-quarters of marketing professionals stated that they were looking to create personalized customer experiences through email.
"Based on their usage of digital channels for personalized and interactive marketing, most respondents felt their brands could be at risk because of a lack of customer engagement," it said.
"A majority of that group claimed to be taking action based on problems they had already recognized, but some still did not know where to start."
Meanwhile, organizations looking to run effective marketing campaigns must ensure that their data quality standards are high, CMSwire has reported.
Posted by Rachel Wheeler