Marketers Undervalue Email Personalization: Sailthru Study

By now, it’s old news that marketers overestimate how good they are at personalization.  This Sailthru survey repeats the trope: 71% of marketers think they “excel” at personalized marketing while just 34% of consumers agree.  Other, less common findings include: email personalization is more important to consumers than to marketers, and big companies do much more advanced personalization than smaller ones.  Worth a look.