Does personalization work?
Even though I just wrote about a study that says personalization may not work if gratitius, it seems a new studys says it can really boost the buying process.
The Aberdeen Group’s research reveals that organizations using email personalization techniques report an average order value that’s 57% higher than their non-personalizing peers. In addition, those highest-rated companies are twice as likely to use the data they’re collecting about their customers to tailor personalized content to smaller, more segmented audience groups.
The study also showed that while 96% of organizations recognize the need for personalization, they often lack data to use in personalized emails and struggle to create personalized content.
What’s this mean to you?
The more you know about your subscribers – and the more you engage them, the better the response.
Frankly, it’s nothing new. It’s basic marketing, adopted to a newer tool.
