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Important characteristics for effective e-mail marketing optimization worldwide 2019

Based on the results of a survey conducted among marketers in late 2019, it was found that 43 percent of respondents indicated personalization as the most important characteristic that needs to be improved in order to effectively optimize their e-mail marketing campaign. Further 39 percent survey participants pointed out that data quality needs to be improved upon.

Most important characteristics to be improved for effective e-mail optimization according to marketers worldwide as of December 2019

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Release date

February 2021



Survey time period

December 2019

Number of respondents

298 respondents

Special properties

marketers (40% of whom work for B2C firms, 31% for B2B firms, and 29% for hybrid B2C-B2B firms)

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Statistics on "Marketing personalization in the U.S."

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