Personalized marketing gets a lot of attention these days, from deep within the marketing trenches all the way up to the C-suite. Intuitively, the concept makes sense – the more targeted a message or offer is to the intended recipient, the more likely that person will be to take the action you desire them to take.
But implementing true personalized marketing – that goes beyond “Dear John” openings to otherwise generic emails – is more difficult in practice. It requires a deep understanding of your customers, cross-functional collaboration, a robust stable of content, and technology to enable it at scale.
If it’s so difficult, why personalize at all? New research from Boxever shows that when brands’ communications don’t match the preferences, interests, location, or context of the recipient, at least half (50%) are less likely to open the next offer that comes from the company.
Even more damaging, when retailers inundate customers and prospects with irrelevant offers, they lose the opportunity to potentially ever market to that base again. In fact, after receiving numerous irrelevant offers:
- 59% of respondents said they would unsubscribe from that company’s content
- 31% indicated they would delete that company’s mobile app
- 28% are less likely to visit that company’s website
And in the final blow, 40% of the survey respondents said that after receiving irrelevant offers from a brand, they are less likely to buy from that company moving forward.
With each unsubscribe, app delete, or deferred web site visit, the potential prospect & repeat customer pool diminishes – putting increased pressure on expensive top-of-funnel acquisition and on increasing conversion rates. This is why personalized marketing is so important and can’t be ignored.
Learn more about how consumers want brands to interact with them by downloading the full report.