We all know that personalization drives results, but what do consumers really want? And does personalization impact all consumers equally?
According to InfoTrends, consumers respond strongly to personalized mail. The research firm found that 84% of consumers say that personalization makes them “much more likely” or “somewhat more likely” to open mail. Yet businesses are not using this to their advantage. How do we know? Because these same consumers say they “rarely” or “infrequently” receive personalized mail.