This article discusses the importance of brands collecting zero-party data from individual consumers in order to achieve effective marketing results. According to CM Group’s survey, 45% of consumers made a purchase based on email engagement, and their own platform saw a 62% increase in open rates. To maximize ROI, brands should include dynamic content with keywords that elicit engagement. Unfortunately, this type of personalization is rarely seen, which can annoy consumers and lead to a lack of engagement. Collecting knowledge about an individual is the first step in achieving effective and personalized marketing.
Excerpt from the main article:
“Messages should contain dynamic content that uses keywords that will elicit engagement,” says CM Group VP Global Content Tim Glomb, adding that dynamic email personalization is rarely seen.
Brands Need Zero-Party Data To Achieve Personalization: Opinion was originally published on MediaPost.com: email
