Most marketers tend to use broadcast emails and only basic personalization tactics despite admitting that personalized emails targeting customers during the buying and follow-up phases produce better results, according to a Jupiter report, "ROI of Email Relevance: Improving Campaign Results Through Targeting," issued Tuesday, DM News reports. Just 33 percent of executives at companies with $50 million or more in annual revenue said they personalize more than one content element - beyond the salutation.

Only 11 percent of respondents said they send messages made contextually relevant via segmentation, triggering and targeting of content. Some 48 percent said their top challenge was the lack of integrated customer data.

Among marketers that use targeted lifecycle campaigns, such as birthday and product replenishment messages, nearly twice as many achieve conversion rates of five percent or more than marketers that use "limited time" offers, according to the report.