Benefits and Challenges of Personalized Marketing

  • Message Personalisation is the #1 tactic used by email marketers to increase engagement rates. (HubSpot)
  • More than 20% of marketers say personalisation can improve email engagement. (HubSpot)
  • 99% of marketers say personalisation helps advance customer relationships, with 78% claiming it has a “strong” or “powerful impact. (Evergage)
  • 80% of consumers are more likely to make a purchase when brands offer personalised experiences. (Epsilon)
  • 90% of U.S. consumers find personalised marketing content somewhat to very appealing. (Statista)
  • 78% of marketers say email is the most personalised channel, followed by websites, which 56% of marketers noted. (Evergage)
  • The biggest challenge that ABM teams face is personalising their strategy. (HubSpot)
  • 40% of marketers say their biggest challenge with personalisation is linking to data-related technologies, while 34% struggle with poor data quality. (Experian)
  • 78% of brands say they struggle with “data debt” or not having enough quick data about their customers not to launch relevant personalisation tactics. (Experian)

Personalized Marketing tactics

Consumer Preferences of Personalized Marketing

  • 92% of marketers say customers and prospects expect a personalised experience — up from 85% in 2019. (Evergage)
  • 45% of consumers say the “coolest” personalised tactic they’ve seen is when a brand apologises for poor shopping experiences. (Accenture)
  • 74% of consumers would find “living profiles” valuable if they could be used to curate the experiences, offers, and products they receive. (Accenture)
  • 67% of consumers think it’s essential for brands to adjust content based on current context automatically. When brands don’t adjust accordingly, 42% of consumers will “get annoyed” that content isn’t personalised. (Adobe)
  • 82% of consumers primarily engage with marketing content on smartphones, while 63% engage with content mainly on computers. (Adobe)

Data Privacy Preferences

  • 83% of shoppers would exchange data for a more personalised experience. (Accenture)
  • In a 2019 study, 79% of consumers surveyed believed companies knew too much about them, but 90% were still willing to share behavioural data for a cheaper and easier brand experience. (SmarterHQ)
  • Three out of four consumers say business has never communicated with them online in a way that felt too personalised or invasive. (Accenture)
  • Of the one-quarter of consumers who’ve received a personal or invasive brand experience, 64 per cent) say it was because the brand had information about them that they didn’t share knowingly or directly. (Accenture)
  • In an Accenture survey, consumers said the “creepiest” personalised marketing tactics involved texting or sending a notification when someone walked past a brand’s store and launching social media ads for items consumers browsed on a brand website. (Accenture)

Anonymous vs Permission-Based Personalisation

Different businesses have varying opinions about the time that is appropriate to use personalisation in the customers’ lifecycle.

In developing your personalisation strategy, you’ll need to decide what the right approach is for your company and customers.

  • 42% of surveyed marketers claim they personalise using anonymous data. (eConsultancy/Adobe)
  • 57% are okay with providing personal information on a website as long as it’s for their benefit and being used in responsible ways. (Janrain)
  • 77% would trust businesses more if they explained how they’re using personal information to improve their online experience. (Janrain)
  • 62% of adults under 34 are willing to share their location for more relevant content. (Jiwire)