Email marketing experts say they noticed a trend during the 2015 holiday shopping season: Retailers are getting better at addressing the interests of individual shoppers.
“We saw more emails being sent to tighter segments, which is always a smart thing to do,” says Ross Kramer, CEO of email marketing firm Listrak. “Gender segmentation, recency or frequency segmentation, I saw retailers using segmentation to dig deeper in their file. Retailers I hadn’t heard from a lot during the year, I was hearing from more during the holiday.”
