Personalization Popular for Reducing Inbox Clutter

March 4, 2010

Small-to-midsized business (SMB) marketers are using personalization and behavioral targeting techniques to reduce inbox clutter, according to according to [pdf] a recent study by GetResponse.

Making Business Personal
The “2010 Email Marketing Trends Study” indicates that SMB marketers are increasingly turning to personalization as a means of reducing the negative effects of inbox clutter. More than half, or 53.8% of respondents, said they intend to focus on personalization and targeting in 2010.


Improving message titles and subject lines came in a close second with 52.4% of respondents planning to use this technique in 2010. Other responses included increasing customer loyalty with special offers and gifts (37.7%), identifying the best time to send emails (28.3%), and using split testing (25.9%). Slightly more than 10% of respondents plan to take no specific action to combat inbox clutter this year.

Behavior Matters
Teachers always tell their students that behavior matters, and in the world of email marketing behavior matters, as well. Nearly 75% of respondents think behavioral targeting of email recipients, such as sending messages based on open and click behaviors, can cause a significant (44.8%) or moderate (31.1%) increase in email marketing effectiveness. Only 2.8% of respondents don’t see the effectiveness of behavioral marketing, with another 21.2% not sure.


SMB Marketers Also Look to Video Email
SMB marketers are optimistic about the potential video email holds, according to another section of the “2010 Email Marketing Trends” survey. When asked if they used video email in 2009 and plan to use it in 2010, only a combined 15.7% of respondents said they used it last year. However, more than 80% of respondents plan to use video email this year, with 11.9% saying they used it last year and will increase usage this year. Only 0.8% of respondents said they used video email last year and will decrease usage this year.

About the Survey: The GetResponse “2010 Email Marketing Trends” survey was conducted online from January 27 to February 5, 2010. The survey was taken by more than 200 SMB email marketers spanning a wide range of industries and five continents.

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