It used to be enough to personalise emails when they were sent. The latest trend is to personalise again, in real-time, when they are opened.

Even if they're not reading your offers, an email address can target Millennials with better display and compelling retargeting.

Automation is making email central to measuring the customer journey, yet it still measures "bounce" and "open" rates rather than conversion scores.

Retailers need to get away from legacy days of emails shifting stock so customers are shown what they want, not what the retailer needs to shift.

Identifying shoppers cross-channel is putting email in the limelight, where it belongs.

By ignoring customer emails and concentrating on social, brands risk the expense of replacing previously happy customers.

Marketers worry about how often they should email customers. The advice from reed.co.uk is to let customer behaviour set the tempo, so they remain in control.

Are you more sales-driven than helpful in email? It's only by adding true value that customers will engage with emails and be ready to convert.

Don't ditch the make-up or watch the game in your underwear; keep discovering more about customers to keep email fresh and relevant.

Email marketers, tech teams and copywriters must act now to inform and then segment consumers to avoid massive DGPR fines.