The State of Personalization in Email Marketing

To uncover how publishers are currently utilizing personalization and how they plan to evolve their strategies, Digiday and Jeeng surveyed 87 respondents in the industry who either have an email personalization element currently or plan to incorporate one in the next 12 months. This report presents an overview of email personalization for publishers, from its changing definition to tactics and outcomes.

You’ll Learn...

How personalization is evolving for publishers
How publishers are approaching personalization challenges
What outcomes are achieved with an optimized personalization strategy
Where email personalization is heading in 2022 and beyond

WHAT’S INSIDE?

PERSONALIZATION IN EMAIL

As personalization tactics and capabilities mature in other parts of the digital world, the expectations for email have changed as a result.

ROLE OF PERSONALIZATION

The most important goal of email marketing personalization is building customer loyalty. Driving revenue and increasing engagement metrics take the following spots.

THE PUBLISHER'S APPROACH

Publishers approach email marketing
personalization in differing ways and
with different levels of investment.

PARTNERSHIPS CAN HELP

Given the unique role that email plays in a publisher’s toolbox, working with a partner that understands how to best leverage the channel for them is critical.