A new report on personalization was recently published in the US on WhatTheyThink. The report gave some surprising insights into the reasons why marketers are – or are not – using personalization.
Marketers report that personalized marketing can improve response rates, offer better customer satisfaction, and grow new and existing lines of revenue.
But even with all those benefits, the report notes that less than 10% of top retailers considered themselves to be highly effective at personalization. Furthermore, nearly one-third of survey respondents reported having limited or no capability to support personalization efforts.
Why the Gap?
Marketers say that their top reasons for not using personalization are a lack of customer insight and that they don’t have access to the right data. Without access to good data, marketers think they can’t create a personalized campaign.
Start Using What You Know Efficiently
As the report recommends, the best way to get started with personalization is to use what you know about your customer – even if all you know is the customer’s name and address. With those basic pieces of data, you can create communications that improve customer relationships and help you get a better return on your investment.