Personalization and one-to-one marketing have long been the goal of email marketers, but technology constraints historically have limited all but the crudest targeting of marketing efforts. Today, that’s changed. Real-time analytics have enabled marketers to send relevant and timely email in response to a specific user-driven event or activity, all in accordance with a customer’s preferences. True personalization means combining depth of knowledge about a customer with an offer that is tailored to the place, time of day, and device on which the user opens the message.

In this brief, CITO Research explores how marketers can use real-time data analytics to personalize email and measure customers’ reactions to those messages in real-time, thereby improving engagement and email marketing ROI.