In today’s competitive economy, data-driven, personalized marketing holds a powerful influence. However, is it necessary to your company’s overall goal? Isn’t it easier to mail generic offers at a lower cost, yielding the same results?
Not anymore. Why? Because long-term profits have become highly correlated with customer engagement and loyalty, meaning personalization is key to driving both.
Where are we getting this data from? According to Evergage’s recent “2019 Trends in Personalization” report, 98% of respondents indicate they feel personalization helps with advancing customer relationships, while 70% report a “strong” or “extremely strong” impact. In addition, 59% of respondents cite increasing customer loyalty as a top benefit of personalizing their communications, and 85% indicate that their customers now expect personalized experiences.
It’s no wonder that brands increasingly focus on personalization, whether in print or digital communications. In fact, the Evergage report found that when it comes to email, digital, and online personalization:
- 90% of respondents report a measurable lift from their efforts.
- More than half (58%) see lifts of more than 10%.
- 15% percent report lifts of more than 30%.
While print was not included in the survey, it stands to reason that printed materials can see similar success as digital channels.
Personalization is not simply a worthy goal. It has become a critical strategy for engaging and retaining customers, as well as motivating your audience and prospects.
Is increasing investment in personalized communications on your “to do” list for 2020? Contact our marketing professionals today, and they will assist you in implementing this initiative.
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