Email Survey: Use of Analytics in Email Marketing Campaigns

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Executive Summary

The savvy email marketer knows that developing a truly targeted email campaign goes beyond simply segmenting by demographic and focuses on behavioral segmentation, which enables delivery of the most relevant, targeted messages to the recipients. How does one track behavior? Easy, just follow the data. An individual who visits the site from an email campaign, but doesn't make a purchase, can be targeted with an offer different than that sent to a person who eventually abandons their shopping cart, or another person who makes a purchase. Intelligent email marketing requires different tactics for follow up and re-engagement based on previous actions.

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