Surveys Say: If You’re Going to Be Best in Class, You’ll Personalize (Digital Nirvana)

If you’re going to be a best-in-class marketer, you’re going to personalize your content. Surveys of best-in-class companies show this over and over.

A 2012 InfoTrends survey of 1,000+ large businesses, across 10 different vertical industries, found that more than 60% of respondents’ campaigns were personalized or segmented.[1]  A 2011 Aberdeen Group study found that, of “best in class” marketers (defined as being in the top 20% of sales and profitability), 39% were actively “targeting offers to optimize marketing ROI” and “optimizing marketing activities at each touchpoint along the customer lifecycle.”[2]

Notes the Aberdeen report:

With 67% more top performers than other firms (30% vs.18%) ensuring the right message, to the right person, at the right time, the ability to better pinpoint marketing activity to maximize its effect is well-demonstrated by how top performers are refining their strategies.

This is confirmed in an article on posted yesterday, citing data from a Responsys infographic (April 2013):

  • Sixty-one percent of U.S. consumers feel more positive about a brand when marketing messages are personalized.
  • Nearly half (44 percent) of consumers are less responsive to non-personalized or “mass-marketing” messages.
  • More than half (53 percent) are more likely to purchase when a brand personalizes digital communications.
  • More than half (52 percent) trust brands that enable consumers to share their marketing preferences more than brands that do not.
If you’re looking for some great data to nudge your customers into the direction of 1:1 printing, this might be a great place to start.


[2] “Analytics for the CMO,” Aberdeen Group (September 2011)


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