Personalized email is the top CX strategy — at least for advanced brands, according The Future of Personalization in B2C Marketing, a study by Acxiom, sponsored by Sitecore.
Of the advanced B2C companies polled, 58% say personalized emails are a strategy for offering a more personal customer experience. In contrast, 45% of improvers and 38% of late adopters say the same.
Advanced firms are also delivering personalized web experiences (57%), sending relevant product recommendations (57%) and offering personalized product discounts (54%).
What defines advanced companies? The 49% that fit into this category show these traits:
In contrast, improvers (41%) are using first-party data to inform future marketing, but want to do more. And marketing driven by first party data is a recent development.
Of late adopters (13% of the total), 58% are using first-party data to inform prospecting.
In general, 59% of U.S. firms say first party data has been a priority for several years, versus 47% overall. And 39% say its importance has increased in the last two years.
That said, here are the main sources used for collecting customer and prospect data:
Their primary marketing challenges include:
Overall, 83% expect their budgets for technology resources to increase over the next 12 months, and most say these hikes will be up to 10%.
Acxiom surveyed 400 senior marketing decision makers in the U.S. and Europe in March and April 2022.