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RESEARCH, ANALYSIS & TRENDS

Whether for internal or exter-
nal communications, email
has to evolve to stay relevant,
and responses indicated that
the channel would be all about
tailored messaging this year,
affirms eMarketer. The com-
pany revealed that triggered/
transactional programs and
lifecycle programs were the
top two on which respondents
intended to increase email
spending, cited by 42.2% and
41.4%, respectively. That mar-
keters planned to up invest-
ments in these tactics makes
sense—they’re targeted and
personalized, which is key to
satisfying consumer demands
for those exact experiences.
Improving personalization and
targeting will play an important
role next year, eMarketer em-
phasized, citing a study of The
Relevancy Group that re-
vealed improving segmenting
and targeting to be the No. 2
priority for improving email
marketing ROI in 2015.

Obviously, to optimize
communications, ana-
lytics are gaining mo-
mentum, as it is more
important than ever to
create a single custom-
er or employee view-
point to execute per-
sonalization. ◊
By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia