Marketers use personalisation to improve customer experiences

Personalisation has become an important strategy among marketers and grown in importance over the last few years, according to new findings from Evergage, a personalisation engine that has been tracking its growth over the last five years.

According to its 2019 Trends in Personalization report, 98% of marketers consider personalisation to be an important tool to drive customer relationships. Another 70% also find it to have a very strong impact.

Another three-quarters of marketers wish personalisation had a higher priority in their business.

The main reasons for marketers to deploy personalisation include the improved customer experience (88%), increased loyalty (59%) and to generate a measurable lift/ROI (50%).

90% of marketers who were already using personalisation noted a measurable lift, with 58% reporting a lift of more than 10%.

However, respondents also report issues with personalisation with just 18% admitting that they are very confident with their business’s personalisation strategy.

The majority (65%) consider their company’s current personalisation efforts with a grade “C”, whilst 45% said they didn’t have the data and insights to drive a better strategy. The latter represents a decrease from 55% in 2017.

Email is still the most personalised marketing channel (78%), followed by web (58%), in-person (42%) and online ads (35%).

Around 68% of marketers employ rule-based targeting for personalised experiences, while 51% use triggered messages and 40% use machine learning algorithms.

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