" Only 21 %s use A/B or multivariate testing to determine which content, campaign, or offer to deliver will yield the best results. "
This single sentence aptly reflects the study published a few days ago by Adobe. The maturity of marketing departments when it comes to implementing cross-channel campaign management is still too low.
To conduct the study, Adobe surveyed 278 marketing professionals in North American companies or agencies with more than 500 employees or $100 million in revenue.
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" Although 70 % of companies surveyed use business rules to deliver personalized content to customers, only 23 % implement "marketing pressure" rules to avoid tiring customers with a flood of messages or offers. "
" 66 % of companies surveyed do not consider their interaction strategies to be centered on on the customer. "
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I've been involved in email marketing for over ten years, and my career path began on the technical side (email campaign integration) before moving on to sales (as an eCRM expert) and finally marketing consultancy. For the past 9 years, I've been the author of the Badsender.com blog. Emailing isn't just an expertise, it's truly become my passion, which is why Badsender is now my main activity, with the creation of an emailing consulting business linked to the site.
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