Marketers are evolving their email efforts beyond blast messages in the wake of GDPR and other tech challenges.
With the rise of social media and texting, some saw email as a communication vehicle that would eventually disappear. But according to a June 2018 Adobe survey of US internet users, personal email usage was up 17% over 2017.
More than half of digital buyers surveyed by Yes Lifecycle said they get way too many emails from retailers, causing them to simply ignore them.
Email marketing is one of the most evergreen retail tactics. It's also one of the most targeted forms of messaging since recipients opt-in and often provide solicited information or preferences. Despite these factors, personalization can still be hit or miss.