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North America: use of data in e-mail marketing personalization 2016

Ways retailers used data to personalize e-mails in North America as of September 2016

The data displays the ways retailers used data to personalize e-mails in North America as of September 2016. During the survey period, 54% of respondents in the U.S. and Canada stated that they used data to send e-mails to specific groups, such as dormant shoppers or loyal customers.

To send e-mails to specific groups	54
To tailor messages	54
To send triggered e-mails based on a specific data point	48
To optimize opens, clicks or send times	34
We don’t use data to personalize marketing e-mails	17

North America: use of data in e-mail marketing personalization 2016

StatInvestor