By pbump@hubspot.com (Pamela Bump)

When Larry Drebes, CEO of Janrain, set out to study online consumer experiences earlier this summer, he knew that relevant content would be at the forefront of consumer minds. We’ve seen for years that emails which are personalized to the recipient do better than their generic counterparts.

But perhaps what he could not have anticipated was just how much consumers have come to expect personalization at every stage in their buying process. In truth, nearly three-fourths of respondents in the national poll expressed frustration at content that does not recognize them and adapt to their interests.

“These results [indicate] that consumers have reached the tipping point when it comes to being shown content that isn’t relevant to them,” Drebes explained. “Consumers have been pretty consistent and clear in their feedback, the way to avoid alienating them is to give them what they want — personalized, relevant content using their data in a responsible and transparent way.”

To put it plainly, consumers don’t just like personalized marketing experiences. They expect them. Here are 24 stats to prove why you need to embrace personalized marketing in 2021.

Benefits and Challenges of Personalized Marketing

• Message Personalization is the #1 tactic used by email marketers to increase engagement rates. (HubSpot)
• More than 20% of marketers say personalization can improve email engagement. (HubSpot)

• 99% of marketers say personalization helps advance customer relationships, with 78% claiming it has a“strong” or “extremely strong” impact. (Evergage)
• 80% of consumers are more likely to make a purchase when brands offer personalized experiences. (Epsilon)
• 90% of U.S. consumers find personalized marketing content somewhat to very appealing. (Statista)
• 78% of marketers say email is the most personalized channel, followed by websites, which 56% of marketers noted. (Evergage)
• The biggest challenge that ABM teams face is personalizing their strategy. (HubSpot)
• 40% of marketers say their biggest challenge with personalization is linking to data-related technologies, while 34% struggle with poor data quality. (Experian)
• 78% of brands say they struggle with “data debt” or not having enough quick data about their customers to not launch relevant personalization tactics. (Experian)

Consumer Preferences of Personalized Marketing

• 92% of marketers say customers and prospects expect a personalized experience — up from 85% in 2019. (Evergage)
• 45% of consumers say the “coolest” personalized tactic they’ve seen is when a brand apologizes for poor shopping experiences. (Accenture)
• 74% of consumers would find “living profiles” valuable if they could be used to curate the experiences, offers, and products they receive. (Accenture)
• 67% of consumers think it’s important for brands to automatically adjust content based on current context. When brands don’t adjust accordingly, 42% of consumers will “get annoyed” that content isn’t personalized. (Adobe)
• 82% of consumers primarily engage with marketing content on smartphones, while 63% engage with content primarily on computers. ( …read more

  Source:: HubSpot Blog

        

  

  Author: Aaron