One side effect of the rise of the internet is that people have lower attention spans. In order for marketing messages to have maximum effectiveness, they need to be able to grab attention and inspire people to action. One way to do this is through personalization. By giving consumers a personalized experience, with things such as including their name in email messages or showing certain specials to different consumers when they visit a website. But you don’t have to take my word for here, here are 10 recent statistics that show why business owners should personalization.
According to a report from Econsultancy, 94 percent of in-house marketers agree that website personalization is critical to current and future success.
Similarly, Econsultancy found that 52 percent of digital marketers agree that “the ability to personalize content is fundamental to their online strategy.”
Aberdeen Group released a report that found 75 percent of consumers like it when brands personalize messaging and offers. Additionally, they noted that personalized emails improve click through rates by 14 percent, and conversion rates by 10 percent.
Just adding some personalization at the start can improve the effectiveness of email campaigns. Experian reported that emails with personalized subject lines have 26 percent higher unique open rates than non-personalized emails.
In a study of 650 multi-channel marketing campaigns, by MindShare, personalized campaigns consistently and overwhelmingly beat out static campaigns in generating a high response rate from recipients.
MyBuys did a study that found 40 percent of consumers buy more from retailers who personalize the shopping experience across channels.
Not using personalization could be diminishing the web experience. A study from Janrain and Harris Interactive noted that 74 percent of online consumers get frustrated with websites when content (e.g., offers, ads, promotions, etc.) appears that has nothing to do with their interests.
The same study by Janrain found that 57 percent of consumers are okay with giving out personal information on a website as long as it’s for their benefit and being used in responsible ways.
O2 released a study titled “The Rise of Me-tail” which showed that adding personalization experience to shopping could lift sales by 7.8 percent.
Back in 2013, Hubspot did a study of more than 93,000 calls-to-action, and hundreds of millions of views over a 12-month period. HubSpot found that calls-to-action targeted to the user had a 42 percent higher view-to-submission rate than calls-to-action that were the same for all visitors.
This data shows there is a lot of reasons for business owners and marketers to include personalization data in their marketing campaigns. Adding personalization grabs the reader’s attention, gives them relevant content, and increases their click through and conversion rates. Even if there are some challenges involved with getting started, the improved results are worth the effort. For more stats to help marketers create better campaigns, read this article with seven stats to help marketers reach male audiences.