Personalization works better in email than it does in any other channel. But brands seems far from satisfied with their overall results, judging by Personalization In Digital Marketing, a new study by Ascend2.
Only 21% see themselves as best-in-class at making personalization work strategically, and 72% as somewhat successful. And 7% are unsuccessful.
On the positive side, 47% strongly say campaign performance is significantly impacted when personalization is used. And 48% moderately agree.
In addition, 53% say they have sufficient technology to deliver relevant and consistent messaging across all of their marketing channels. Another 26% don’t, and 21% are unsure.
Email produces the biggest impact for companies engaged in personalization:
Why is email tops? In part, because “email personalization has become “increasingly accessible to most businesses regardless of size, budget or marketing channel,” the study states.
But there are challenges to achieving strategic success with personalization. They include:
The critical elements needed to execute a personalization strategy are slightly different in order of importance:
All that said, the respondents see clear benefits in personalization:
Ascend2 and its Research Partners surveyed 364 marketers. Of these, 25% were B2B, 50% B2C and 25% B2B and B2C equally. In addition, 21% were in companies with more than 500 employees, 19% in firms with 50 to 500 and 60% in those with fewer than 50.