SOURCE: Responsys

December 20, 2006 13:24 ET

Responsys Survey Reveals Email Personalization Is on the Rise But Still Falls Short of Potential

Lack of Time and Resources Are Biggest Roadblocks to Driving Triggered and Individualized Email Campaigns

REDWOOD CITY, CA -- (MARKET WIRE) -- December 20, 2006 -- Responsys, a premier provider of on-demand email and lifecycle marketing solutions, today announced the results of its first annual study on email personalization. According to the exclusive survey of nearly 300 marketing executives, email personalization is on the rise -- however, marketers must go beyond simply personalizing a recipient's name and geographic location to achieve true relevance.

"Research show that relevant campaigns increase net profits 18 times more than broadcast mailings," said Responsys CMO Scott Olrich. "Unfortunately, marketers can't achieve relevance by personalizing a single element of a campaign. Great marketing requires you to individualize the entire marketing message based on profiles, preferences, and behavior across multiple channels. Responsys automates these efforts to give marketers the freedom to focus on strategic, creative thinking instead of campaign details."

According to the survey, 44% of marketers already personalize some aspect of email campaigns and 89% plan to increase their use of personalization in future efforts. However, survey data also revealed that nearly 40% of marketers restrict their personalization efforts to the salutation. Only 10% individualize all aspects of their email campaigns, including salutation, images, timing and promotion. The biggest roadblock to more personalization is lack of time and resources, as cited by 64% of respondents. Other major obstacles include limited information about customers and lack of integrated customer data.

The survey also concludes that 44% of marketers are keen to implement more highly automated campaigns, while 39% said they hoped to launch multichannel marketing campaigns that span email, print, Web, call centers and mobile devices.

The Responsys Survey: The State of Personalization was conducted in October 2006 in conjunction with The Direct Marketing Association (DMA) and surveyed nearly 300 top marketing executives throughout the US working in a wide range of industries. For more information on the survey and the complete results, please contact Carolyn Love at

About Responsys

Responsys is a premier provider of on-demand email and lifecycle marketing solutions. The company's industry-leading email marketing platform, Responsys Interact®, empowers marketers to realize greater revenue and profitability gains through Individualized Lifecycle Marketing™ -- the automated, scalable process of delivering highly relevant email messages at perfectly timed moments in the customer lifecycle. Recognized as a market leader by both Forrester Research and JupiterResearch, Responsys is trusted by leading brands such as Avery Dennison, Avis Europe, Continental Airlines, Lufthansa, Lands' End, PETCO,, and The Sharper Image. Responsys, the world's largest private and profitable email service provider, is based in Redwood City, California, with offices across the US and UK.

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