by Ortto Personalization has a problem: Many marketers are terrified of it. What we're seeing is a lot of overcomplicating, avoidance, and easing FOMO with an arbitrary {first_name} somewhere in the email. If that's personalization, it's the kindergarten-level kind. (No offense.) You might be wondering why a deliverability expert cares so much about this. It's because deliverability is now directly related to subscriber engagement, and, in a world of saturated promotional emails, subscriber engagement is more and more becoming about who can reach the subscriber in a personally relevant way. That's right... personalization is on its way to becoming a key…
What Marketers Get Wrong About Email Personalization (And How to Fix It)
