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Wowing with contextual email marketing – report 2016

A report on the state of email personalisation in Europe in 2016

How are EMEA marketers using email personalisation? How are they using dynamic content? What metrics are they using to measure email campaign performance?

In our latest research, in partnership with Movable Ink, we explore the need for personalisation and the route to improved email personalisation techniques.

How are EMEA marketers using email personalisation? How are they using dynamic content? What metrics are they using to measure email campaign performance?

In our latest research, in partnership with Movable Ink, we explore the need for personalisation and the route to improved email personalisation techniques. 

About this report 

This guide explores the state of email personalisation amongst EMEA marketers, thanks to the 400 professionals who took this survey! The report discusses the findings of the study in reference to personalised lifecycle email usage and opportunities, as well as how EMEA marketers are using dynamic content within their email marketing campaigns, as well as the barriers to personalisation.

Who is this guide for? 

We have produced this guide to be informative but practical, the guide is suitable for:

  • Marketing managers and directors
  • Digital marketing managers and directors
  • Email marketing specialists

 

Resource Details

The report was produced by Robert Jones and Dr Dave Chaffey at Smart Insights on behalf of Movable Ink.

Report structure 

The report is structured as follows:

  • Foreword by Movable Ink
  • Executive summary
  • Introduction
  • Personalised Lifecycle emails
  • Options for targeting to improve contextual relevance
  • Types of dynamic content used
  • Evaluating email marketing
  • Barriers to contextual personalisation
  • Appendix
  • Further examples and resources
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