Consumers prefer email marketing about sales or promotions above other messaging. But many will drop you over sub-par personalization, judging by Audience of One: Consumer Expectations and the Power of Personalization, a study by Movable Ink.
Of the consumers polled, 26% will unsubscribe from emails when the personalization is wrong or inaccurate. And 27% will call customer service and explain the experience.
In addition, 15% will cancel the service or will not buy from the company again. And 9% will tell family and friends.
Another 9% will delete the brand’s app from their phone, while 8% will switch over to a competitor’s brand, 5% will post a bad review and 5% will gripe about it on social media. The remainder will do nothing.
Gen Z is the most susceptible to personalization — 73% are likely to buy goods or services when a brand has created a personal experience, vs. 67% of millennials, 67% of Gen Xers, 50% of those in the 55-64 age cohort and 45% of those over 65.
But here’s another grim statistic: 71% will abandon shopping carts while shopping online, while 47% will do so sometimes, 22% often and 2% always.
What types of information are most useful to consumers mulling possible purchases? They include:
Here’s what consumers seek in a brand before buying:
And here are the characteristics that convince shoppers to trust a company:
When consumers do like a product, 33% are very likely to recommend it, 27% are some so and 25% are extremely likely.
Here are two more stats of note:
Movable Ink surveyed 1,000 U.S. consumers from May 17 to June 3, 2021.