Dive Brief:

• Emails targeted to customer preferences lead to six times more transactions and revenues than generic emails, according to Experian Marketing Services’ 2013 Email Market Study released Wednesday.

• Customers are 29% more likely to open targeted promotional emails and 41% more likely to click on them, yet only 7% of brands market that way.

• The study also found that more retailers in 2013 are using Pinterest and, secondly, Instagram to connect with customers.

Dive Insight:

Yet another study shows how keen consumers are for retailers to know their preferences and that tailoring communications is going to get customers to read promotional emails and, consequently, buy products. This makes email communication and social media networking trickier for retail companies, but there is clearly a payoff in making the extra effort.