By now, if you’re not using personalization to your advantage, you’re in the minority. Advertisers from businesses of all types and sizes have been working — from email to ecommerce — to offer the intimacy and relevance that the technique provides.
If some reason you’re still not sold on personalization, we’ve compiled a list of statistics that prove its effectiveness in ways you may not have imagined.
68 Valuable personalization statistics
Email personalization statistics
- When only subject line is personalized, emails have an average open rate of 7.4% and a click rate of .4%.
- When message only is personalized, emails have an average open rate of 18.8% and a click rate of 2.1%.
- When message and subject line are personalized, emails have an average open rate of 5.9% and a click rate of .2%.
- The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively.
- Personalized emails deliver six times higher transaction rates.
- 70% of brands fail to use personalized emails.
- Some brands have recorded an 8x improvement on click-through rates with a personalized video versus standard outbound email campaigns.
- 50% of companies think that an increase in personalization can improve email interaction among subscribers.
- When an email is not personalized, 52% of customers say they’ll find somewhere else to go.
- 82% of marketers have reported an increase in open rates through email personalization.
- 75% of marketers believe personalization yields higher click-through rates.
- Compared to non-personalized mailings, personalized promotional mailings have 29% higher unique open rates.
- Compared to unpersonalized mailings, personalized promotional mailings have 41% higher unique click rates.
- Brands that personalize promotional marketing emails experience 27% higher unique click-through rates.
- Brands that personalize promotional marketing emails earn 11% higher open rates than those that don’t personalize.
- Personalized subject lines produce 65% open rate to the travel industry.
- 74% of marketers said that targeted messages and personalization of emails improves customer engagement rates.
- Segmented personalized automated email messages average 46% higher open rates than normal marketing messages.
- Personalized emails deliver 6x higher transactional rates.
- Segmented, targeted, and personalized emails generate 58% of all revenue.
- Personalized email marketing generates a median ROI of 122%.
- 65% of email marketers say dynamic content is their most effective personalization tactic.
- 60% of marketers say real-time data in email is either ‘effective’ or ‘highly effective’
- 58% of marketers say that machine learning is either effective or highly effective at driving email personalisation.
- Organizations using email personalization generate 17% more revenue through their campaigns than the average marketer.
- 32% don’t like personalized messages from brands because they feel like an invasion of privacy.
- 28% of people said they don’t like it when companies have their information without them explicitly providing it first.
Website personalization statistics
- 74% of customers feel frustrated when website content is not personalized.
- In-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.
- Personalized homepage promotions influenced 85% of consumers to buy while personalized shopping cart recommendations influenced 92% of shoppers online.
- More than half of consumers (57%) are okay with providing personal information (on a website) as long as it’s for their benefit and being used in responsible ways.
Digital advertising personalization statistics
- 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand.
- By 2020, 51% of consumers expect that companies will anticipate their needs and make relevant suggestions before they make contact.
- 88% of U.S. marketers reported seeing measurable improvements due to personalization, with more than half reporting a lift greater than 10%.
- 63% of respondents are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly.
- If they get personalized offers or discounts, 63% of millennials, 58% of Gen Xers, and 46% of Baby Boomers are willing to share personal information with companies.
Ecommerce personalization statistics
- 80% of shoppers are more likely to buy from a company that offers personalized experiences.
- On average 71% of consumers express some level of frustration when their shopping experience is impersonal.
- 44% of consumers say that they will likely become repeat buyers after a personalized shopping experience with a particular company.
- Marketers see an average increase of 20% in sales when using personalized experiences.
- 59% of customers say that personalization influences their shopping decision.
- 54% of executives committed to personalization report that they exceeded annual revenue targets compared to only 15% of those not as committed to the tactic.
- 40% of executives say their customer personalization efforts have directly affected sales and profits in channels like ecommerce.
- 31% of consumers say they wish their shopping experience was far more personalized than it currently is.
Content personalization statistics
- Individual customer stakeholders who perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders who didn’t.
- Lack of content relevancy generates 83% lower response rates in the average marketing campaign.
- 78% of U.S. Internet users said personally relevant content from brands increases their purchase intent.
- 87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand.
- 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant.
B2B and B2C personalization statistics
- 81% of consumers want brands to get to know them and understand when to approach them and when not to.
- 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
- 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
- When asked to prioritize one capability that will be most important to marketing in the future, one-third of marketers answered: “personalization.”
- The biggest challenges with personalization are gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%).
- 94% of customer insights and marketing professionals across multiple industries said personalization is “important,” “very important,” or “extremely important” for meeting their current marketing objectives.
- For 66% of marketers, one of the big struggles with personalization is securing internal resources to execute personalized marketing programs.
- 79% of organizations that exceeded revenue goals have a documented personalization strategy.
- Smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%.
Mobile personalization statistics
- 48% of people say it’s generally acceptable for companies to use their purchase history to deliver personalized offers via mobile so long as they can be opted in and out of.
- 41% of people say it’s acceptable for businesses to use their purchase history to deliver personalized offers via mobile so long as the offers are related to their history with the business.
- 66% of people get frustrated when a company’s shopping cart isn’t connected to its mobile app.
Retail personalization statistics
- 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, OR knows their purchase history.
- Only 39% of retailers send personalized product recommendations via email.
- Less than 10% of tier 1 retailers believe they are highly effective at personalization, and nearly one-third report having limited or no capability to support personalization efforts.
- 7% of people say they would be likely to engage with a birthday email sent by a retailer.
- 8% of people say they would be encouraged to engage with a retail brand if they were addressed by first name.
- 54% of shoppers anticipate a personalized discount within a day of sharing their information with a retailer
- 32% of shoppers expect a personalization discount within just an hour of sharing their information with a retailer.
Conclusion
As evidenced by the stats above, personalization can no longer be considered a luxury, an add-on, a bonus for marketers. It’s a chunk of the foundation of modern advertising.
Regardless of what you sell, how you sell it, or what business you belong to, personalization should be a major part of your marketing strategy. Learn more about how to use it to your advantage with the Instapage Digital Personalization Guide.
Sources
Email personalization
- https://www.statista.com/statistics/260678/e-mail-open-click-rates-personalization/
- https://www.hubspot.com/marketing-statistics
- http://marketingland.com/study-70-brands-personalizing-emails-missing-higher-transaction-rates-revenue-73241
- https://marketingland.com/5-ways-use-personalized-video-next-marketing-campaign-193064
- https://www.edq.com/globalassets/white-papers/email-data-quality-trends-report.pdf
- https://www.salesforce.com/blog/2017/08/personalize-every-email.html
- https://www.adestra.com/resources/the-state-of-digital-personalisation-in-2016/
- https://www.invespcro.com/blog/email-marketing-statistics/
- https://www.prnewswire.com/news-releases/new-insight-from-experian-marketing-services-helps-brands-prepare-for-the-holiday-season-300318022.html
- https://econsultancy.com/reports/the-realities-of-online-personalisation-report
- https://dma.org.uk/uploads/ckeditor/National-client-email-2015.pdf
- https://www.emarketer.com/Article/Email-Continues-Deliver-Strong-ROI-Value-Marketers/1014461
- https://pages.onespot.com/2017-06-Relevancy-Group-Email-Whitepaper-LP.html
- https://www.prnewswire.com/news-releases/survey-despite-privacy-concerns-consumers-will-share-personal-data-if-it-saves-money-or-resolves-customer-service-issues-300440038.html
Website personalization sources
- http://www.evergage.com/blog/consumers-want-personalization-stats-roundup/
- http://www.cmo.com/features/articles/2015/2/18/mind-blowing-stats-personalization.html#gs.h=mX5g0
- https://www.business2community.com/marketing/10-surprising-stats-personalization-01791432#M7UP7gMEHj4QOfXm.97
- http://www.janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/
Digital advertising personalization sources
- https://www.prnewswire.com/news-releases/consumers-to-brands-the-louder-you-scream-the-less-we-care-300102426.html
- https://www.salesforce.com/blog/2016/12/consumers-want-more-personalized-marketing.html
- http://www.evergage.com/blog/press/new-evergage-study-shows-compelling-personalization-benefits/
- https://www.prnewswire.com/news-releases/crowdtwist-consumer-loyalty-study-shows-87-of-gen-z-consumers-want-omnichannel-loyalty-programs-300729728.html
Ecommerce personalization sources
- https://us.epsilon.com/
- http://grow.segment.com/Segment-2017-Personalization-Report.pdf
- http://info.forbes.com/rs/790-SNV-353/images/ARM-TreasureData_REPORT-FINAL-WEB.pdf
- https://www.infosys.com/newsroom/press-releases/Documents/genome-research-report.pdf
Content personalization sources
- https://hbr.org/2015/03/making-the-consensus-sale
- https://www.monetate.com/blog/constellation-research-declares-ai-driven-personalization-the-answer
- https://marketinginsidergroup.com/content-marketing/content-marketing-personalization-imperative/
- https://www.onespot.com/tools-resources/2017-year-content-personalization-heres-why/
B2B and B2C personalization statistics
- http://www.evergage.com/blog/consumers-want-personalization-stats-roundup/
- http://www.conversantmedia.com/press-release/marketers-disclose-personalization-opportunities-and-challenges-new-study
- http://www.monetate.com/assets/products/docs/PersonalizationDevelopmentStudy.pdf
Mobile personalization statistics
- https://www.statista.com/statistics/795207/us-consumer-view-purchase-history-based-mobile-shopping-recommendations/
Retail personalization statistics
- https://econsultancy.com/12-stats-that-prove-why-personalisation-is-so-important/