BY Kathy Crosett
Marketers have long been personalizing their email communications with customers and prospects. Does it make a difference if an email message addresses a person by name and mentions a past purchase or a special day? At least 88% of surveyed businesses believe that their clients expect personalization. That news comes from Evergage’s 2018 Trends in Personalization report.
The Evergage report includes the opinions of about 300 marketers. The majority of these industry pros believes that personalized marketing messages make a big impact on prospects. The belief is backed up by research from other sources. For example, over half of millennials have taken action as a result of an email they received in the past 30 days, according to an AudienceSCAN profile at AdMall from SalesFuel. A personalized email would likely increase that ‘have taken action’ statistic.
Yet, only 31% believe they are getting personalization right. Marketers are trying to improve their efforts. For example, many are reaching beyond email. Here are the most popular personalized marketing efforts:
- Email 77%
- Website 52%
- Mobile app 31%
- Web app 24%
On websites, businesses tend to use personalization on their home pages (45%), landing pages (37%) or interior pages (37%). Personalization has evolved from a simple greeting on an email message. Marketers are now using banners (45%), call-out messages (40%) and survey questions (36%) to increase engagement.
The Evergage survey also took a look at the type of businesses using specific personalized marketing approaches. At least 45% of B2C operators are personalizing mobile apps this year. And B2B operators are slightly more likely to use personalized email, 80%, than B2C businesses, 76 percent.
With so much interest in personalization, why are marketers having such a hard time making the tactic work? Part of the problem comes down to data. About 55% of businesses say they need more data in order to effectively personalize their communications. They also lack the time and expertise to implement personalized marketing programs. If you’re selling digital marketing services, talk with your clients about how you can help them improve their results.
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