Report: Personalization Largely Remains Rudimentary

Forty-four percent of marketers include an element of personalization in every e-mail campaign they develop, according to research released jointly last week by Mintel International Group, Responsys, Vertis Communications and Winterberry Group. However, 80 percent of those marketers modify only the salutation and a few basic content elements, the report revealed. The firms, which represent the direct mail, e-mail, integrated communication, market research and consulting sectors, also offered the following data: