Clive Humby: The key to digital campaigns is to segment by social media behaviour

We have all experienced the e-mail that is purportedly ‘personalised’, where the only hint of personalisation is the use of your first name in the opening line. Does it work?
Data from email providers MailChimp suggest that it doesn’t: the average results for UK SME email marketing campaigns last year found that fewer than a quarter of marketing emails (23%) are opened and of those, only 3% result in a user visiting the brand’s site.
Considering that most brands have a w