Personalization by the numbers: what the data tells us about personalization
Sometimes, it’s hard to fully grasp the reasons behind why something is so important. Sure, intellectually, you get it. But, seeing real stats and data can often drive a point home in a way that just hearing about it can’t.
Maybe you feel this way about email personalization. We love to hammer that topic home here. After all, it’s really important.
We can tell you that personalizing your emails helps them stand out and get more clicks and produce more revenue. And that’s great, but sometimes seeing the real data and stats can make an impact.
So, that’s what we’re going to do here. Give you all sorts of data that can help you wrap your mind around not only some of the benefits of email personalization but also why it matters.
Let’s get to it.
Customers want it
You know the old adage, the customer is always right. Well, your customers want personalization not just in email, but pretty much everything, and the numbers back that up.
One recent study found that nearly 80% of customers will engage with offers from brands only if these emails are personalized to line up with their past engagements with the brand.
On top of that, consumers have quickly moved past basic personalization. A personalized greeting doesn’t cut it anymore. Another study saw that just over 20% of consumers are satisfied with the personalization they see now. That’s a huge opportunity for marketers.
This personalization matters to the offers customers get too. It turns out; the more personalized they are, the more likely they will buy. This stat backs that up. “63% of Millennials, 58% of Gen Xers, and 46% of Baby Boomers are willing to share personal information with companies — if they get personalized offers or discounts.”
Every marketer spends at least a little bit of time each week checking out the metrics. After all, it’s hard to tell how your campaigns are going if you’re not looking to see what’s triggering real results.
Now, check out a few of these metrics and note some of the serious bumps in open and click-through rates personalization provides.
Looking beyond how customers behave, brands are also seeing differences in engagement with personalized emails.
One survey of brands found that nearly three-quarters of marketers saw customer engagement increase with personalized emails. As you know, engagement matters when it comes to email. The more engaged your customers are, the more likely they are going to get your emails, open them, and click.
Even small improvements in any of those metrics can see a significant increase in the bottom line.
Ways to get personal
With the sheer amount of data marketers can collect and advancements in email technology, you can do a lot with the information you have — and you should.
We know customers want more personalization, but here are a few surprising stats about what is driving people to take action.
Everyone loves a birthday. Well, marketers should really like them, considering this study found that birthday emails have 179% higher unique click rates than and 342% higher revenue rates per email than standard promotional emails.
Personalized recommendations based on past behavior and purchases is another huge driver of revenue for marketers who do it right.
One study saw that 49% of US shoppers, including 63% of millennials, made an impulse purchase in the last 90 days solely based on a personalized recommendation. Sixteen percent of those impulse purchases were driven via email.
Also, don’t forget that personalization doesn’t have to be limited to text. Personalized video is also driving customer engagement too. This post highlights how brands focusing on video personalization in email saw an eight times improvement in click-through rates compared to their standard email campaigns.
Are you convinced yet?
The fact of the matter is, and the stats just highlight it, focusing on personalizing emails, and doing it the right way can make a massive difference in the effectiveness of your email marketing campaigns.
While brands continue to focus on personalization, you should realize that there are still plenty of opportunities out there to rise above the competition.
Dig into the data, and you’ll see where you can look at your customer’s behavior and interests to find places where you can get personal. Use that information correctly, and you’ll really be able to stand out from the crowd.