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North America: planned changes in e-mail marketing strategies 2016-2018

Planned changes in e-mail marketing strategies according to retailers in North America between 2016 and 2018

The data displays planned changes in e-mail marketing strategies in North America as of September 2016. During the survey period, 52% of respondents from the U.S. and Canada stated that there were planning to better personalize subject lines to drive opens over the coming 12 to 24 months.

Use data to better personalize e-mail content to boost engagement, sales and customer retention 67
Better personalize subject lines to drive opens 52
Scale e-mail marketing through improved automation 51
Roll-out triggered e-mails based on specific behaviors and activities 45
Create more enjoyable, mobile optimized e-mail design 43
Use first and third-party data to create more granular segments and tailor e-mails to these segments 29

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