Marketers should use a strategic combination of segmentation and personalisation in email marketing to achieve higher response rates and ensure communications are more effective. This chapter summarises key findings from Econsultancy’s guide to using these tactics in email marketing, including:
- Strategy: Why segmentation and personalisation are high on the list of things marketers want to execute more effectively.
- Data handling: Key challenges from increased regulation around data-handling practices.
- Machine learning: How ML algorithms use data to benefit segmentation and personalisation practices in email marketing?