Data integration for personalising emails is the biggest challenge for 51% of marketers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 09, 2019, 8:44 AM UTC

67% of the 400 marketers surveyed said that they want to practise better personalisation.

According to an Econsultancy report, 51% of marketers find data integration to be the biggest obstacle in email personalisation. Difficulty in unifying different data sources given the availability of numerous marketing platforms and tools are reasons that often hamper data integration.

The survey saw a 4% increase in respondents saying they have technological capabilities but the actual execution is still being fine-tuned. Additionally, 56% of companies (over 46% in 2018) said they send automated emails based on customer sign-ups and subscriptions.

24% of respondents identify lack of time and resources as barriers to effective device optimisation of email campaigns. The report forecasts greater use of predictive marketing technology. Also, analytics solutions for scheduling and product selection grew from 34% to 41% in 2019.

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