The importance of relevancy (with numbers)
It's nice to have some numbers to wave around demonstrating that emails sent based on past click behavior, website actions and similar bring in much more revenue than just sending out the same email to everyone.
There's some more insight in the article on what causes consumers to click or buy following an email promotion. Those insights are not based on observations, but on what people say makes them click or buy. Perceptions and reality are often two different things though.
Nevertheless, all this will be especially useful to those who need numbers to persuade others of the need to upgrade email tactics and invest more cash in email marketing per se.
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