The dreaded digital trash bin is the likely destination of even the most carefully crafted email campaigns if they fail to include one essential component – personalization. Today’s consumer expects personalized experiences, and the inbox is no exception. In an Adobe study, marketers responded that personalization would be the single most important capacity for marketing in the future.
Many marketers already use some degree of personalized email content. However, these efforts often don’t go much further than the recipient’s first name in the subject line.
