Personalized marketing campaigns and tactics, such as customized emails, banner ads and product recommendations, significantly impact engagement and even sales among online shoppers.
To determine how tailored messages and offers influence customer sentiment, Responsys surveyed 1,000 U.S. consumers ages 18 and older via an online questionnaire. Results confirmed that personalization, overall, has a tremendous impression on brand perception and trust: As many as 61% of U.S. consumers said they feel more positive about a brand when marketing messages are personalized.
In addition, 53% of consumers noted that they are more likely to purchase from a brand that tailors digital communications ― perhaps since most consumers (64%) believe retailers that personalize offers and recommendations value their customers, according to the study.
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As consumers become more eager and willing to share their preferences with retailers, they expect their favorite brands to keep pace. In fact, 52% of consumers reported that they trust brands more if they open the opportunity for shoppers to share their preferences in exchange for more relevant interactions.
“In the quest for scale, individual consumer relationships got brushed to the side as marketers felt the pressure to churn out campaign after campaign,” said Scott Olrich, President of Marketing and Platform at Responsys. “Today, in the relationship era of marketing, marketers are realizing that they can in fact orchestrate relevant and targeted experiences at scale across multiple channels, and that this more sophisticated approach can have the greatest long-term impact on the success of their programs.”
To that end, many consumers are starting to revolt against brands and retailers that do not deliver personalized experiences: Nearly half (44%) of shoppers said they are less responsive to mass-marketing messages.
Surveyed consumers said they most value personalized email (67%), social media initiatives (44%), SMS text message campaigns (40%) and web display ads (36%).
Click here to access a detailed infographic of the Responsys survey findings.
