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Dynamic content, re-marketing, content personalisation – everyone is talking about the latest email practices but what are marketers actually using and what are they planning to invest in?

We asked this question in our recent Email Industry Census and some of the results were surprising.

2017 email census practices

It’s great to see that a large majority of marketers are using basic segmentation and are optimising email for mobile devices. What surprised us is that 40% of marketers are not using, nor planning to use, multichannel triggers. In an age where customers expect brands to be keeping up with them across devices and not send repetitive messages, this could be an area that companies need to reconsider. On the other side, the email practices with the most growth potential are advanced segmentation and behavioural targeting which means the focus on customer experience is there, it just needs to be expanded.