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UK consumers remain wedded to email. An Ipsos MORI study earlier this year indicated that email was the most popular digital activity among consumers in Great Britain. Marketers are quite rightly interested in tapping into this direct line to potential customers.
An August 2016 study from The Institute of Direct and Digital Marketing (IDM) for email marketing specialist Adestra found that personalizing marketing emails offered numerous benefits. Among the UK marketers polled, 82% said personalization led to increased open rates and 75% said clickthrough rates were improved.
Overall, only 4% of respondents felt that email personalization was not at all effective. The vast majority of participants said it was either somewhat (48%) or extremely (15%) effective.
IDM’s findings support a July 2016 survey from email service provider Mailjet, which revealed that personalization of marketing emails was the most influential attribute in getting UK internet users to click.
Email still matters to marketers, and for good reason, particularly when personalization is involved: It works.
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