Email marketers are working hard to provide a more personalized experience for their customers, but a new survey reveals that they are still largely missing the mark.
The “Mapping out the Customer Journey: Expectations Versus Reality for the Modern Marketer” report from Boxever has found that 81 percent of marketers use personalization for email marketing. However, just 3 percent of customers describe their emails as “personalized.”
Sixty-two percent of them believe the marketing emails are informative, while 27 percent consider them irrelevant. Thirty-six percent claim most company emails are spam, and just four percent said they were interactive.
In terms of the resources marketers use to take advantage of opportunities, 95 percent said they trust marketing automation to do its job. Some marketers are also turning to artificial intelligence, with 79 percent of respondents claiming that customers are ready for AI.
The Use of AI in B2B Marketing
B2B marketers are already predicting a shift toward AI in terms of resources that can help them accomplish their marketing goals.
A survey conducted by Demandbase and Wakefield Research at the end of 2016 revealed that 80 percent of B2B marketers believed AI would revolutionize marketing within the next five years. Sixty percent said they thought it could provide them with more insight into their accounts, and 53 percent predicted that it could help identify prospective clients.
However, only 26 percent of B2B marketers were “very confident” that they would learn how to effectively use AI for marketing. About 60 percent were concerned about how they could integrate it into existing technology.