27 Personalized Marketing Statistics To Keep You Ahead


Personalized Marketing Statistics

Have you ever been searching for the latest statistics on personalized marketing, only to find yourself overwhelmed by the sheer number of sources? Maybe you don’t even know where to start.

That’s why we put together this list of personalized marketing statistics! We’ve done all the hard work for you. You won’t have to spend hours upon hours trying to find relevant information that will help your business grow.

We understand how important it is to stay up-to-date with the latest trends in your industry, so we’ve made it easy for you by selecting only the most useful statistics.

After reading this article, you’ll be able to:

  • Understand how consumers view personalization
  • Learn about what motivates them to interact with brands on social media
  • Find out how effective personalized appeals are when used in email newsletters

These are just a few of the many insights that await you at the end of this post! So what are you waiting for? Scroll down and get ready for some fresh insights into this fast-paced industry to start making better decisions today!

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Personalized Marketing Statistics (Editor’s Pick)

  • 99% of surveyed marketers believe personalization is essential in advancing customer relationships.
  • 62% of consumers would provide their email addresses to get personalized offers.
  • Only 12% of US consumers would give brands access to their social media accounts to get personalized recommendations.
  • 40% of survey respondents claim that personalization in email marketing is the most effective measure to ensure success.
  • 70% of marketers who make use of advanced personalization earned at least 200% ROI because of it.
  • 90% of US adults think that marketing content personalization is appealing.
  • The average monthly revenue from advanced personalized marketing stands at $6,791.
  • 18% of UK and US marketers devote less than 10% of their digital marketing budgets to personalization.

General Personalized Marketing Statistics

91% of consumers are more likely to buy from brands that send them relevant offers and recommendations.

(Accenture)

Personalized marketing sounds scarier in theory. However, in practice, people actually want to get relevant offers, discounts, and recommendations.

As the statistics show, the majority of consumers (91%) are more likely to purchase from brands that treat them in a personal manner. Furthermore, 48% of consumers have left a business’s site and bought a product on another website or in-store because it wasn’t curated well.

 

99% of surveyed marketers claim that personalization plays an important role in advancing customer relationships.

(Salesforce)

According to personalization statistics based on a 2020 survey that included 326 marketing professionals, almost all of them said personalization plays a vital role in advancing customer relationships. In addition, 78% claimed it has a strong or very strong impact.

The top three factors that motivated surveyed marketers to implement personalization were:

  • generating ROI
  • increasing loyalty
  • delivering better customer experiences

 

In 2020, 54% of surveyed marketers were using personalization in marketing for two years or less.

(Salesforce)

A 2020 survey revealed that most marketers generally used personalized marketing for two years or less. To be more precise, 41% of them admitted to using it. On the contrary, 21% used personalized marketing for more than five years, while only 13% used it for less than a year.

Also, 89% of respondents said that the main factor using personalization in their organization was delivering better customer experiences.

 

21% of US professionals stated that more than 75% of the content their organizations made for customers was personalized.

(Statista)

Content personalization statistics reveal that 21% of US professionals from various industries optimize over 75% of their content to be personalized for customers among their organizations. On the other hand, 18% admitted that less than 10% of the content in their organizations was personalized.

 

35% of US and UK consumers are neutral when it comes to seeing personalized content.

(Statista)

Statista’s report shows that most UK and US consumers are neutral regarding personalized content (35%), while 30% claim it’s somewhat important. However, some of them take it to the next level and think it’s very important (12%). Apart from that, 13% of consumers believe personalized content is somewhat unimportant, and 10% see it as entirely unimportant.

 

62% of consumers are willing to provide their email addresses to get personalized offers.

(Statista)

Although personalized marketing trends are changing and disclosing some of their personal data is much more common, consumers are still reluctant to provide it.

Statista’s data points out that 62% of customers are fine with giving their email addresses in exchange for personalized offers. Aside from emails, 48% would provide basic information, 33% shopping history, and 31% access to financial transactions.

 

Only 12% of US consumers would grant access to their social media accounts to get personalized offers, while 13% wouldn’t give any information.

(Statista)

Although personalized marketing is beneficial both for marketers and consumers, asking for specific information, such as access to social media profiles, is just too much.

At least, that’s how most consumers in the US feel.

In other words, 13% wouldn’t provide any kind of personal information to companies, while only 14% would give detailed personal information. Also, just a little over one-fifth of consumers would provide their mobile phones in exchange for personalized offers.

 

72% of American travelers claim they’re more likely to visit an advertised destination if the ad is relevant or tailored to their needs.

(Statista)

This is one of the interesting one-to-one marketing examples.

Statista’s report about travelers’ attitudes towards personalized ads reveals that 69% of travelers from the US would have a better opinion about a travel company if they received a relevant or personalized ad. On the contrary, 56% would have a less favorable opinion about a travel company because of seeing a random ad that’s not relevant to them.

 

The most used tools to execute personalization in the US are email marketing solutions and A/B testing.

(Statista)

We’ve already mentioned the role of emails in personalized marketing. Still, apart from email marketing solutions, an equal number of US marketers (67%) say that A/B testing was the most used tool for individual marketing.

Some other frequently used and preferred tools are web analytic tool (41%), triggered email tool (38%), personalization platform (30%), customer data platform (30%), and recommendations engine (28%).

 

71 percent of consumers expect companies to deliver personalized interactions.

(McKinsey)

In today’s world, customers expect more from businesses than they ever have before. And it’s not just about getting a good deal or a quick turnaround—customers are looking for an experience that is uniquely tailored to them.

A new study by McKinsey shows that 71% of consumers want companies to incorporate personalization in their interactions. This is a clear indicator that companies need to be thinking about how they can use data to build personalized relationships with their customers.

Asking customers what they want is a good way to find out what they need. But you can’t just ask them in a survey or focus group and expect the results to be accurate—you need to observe their behaviors, too.

After all, we’re living in an age of data. That data can help companies understand each individual consumer’s needs and wants, and then craft interactions that will delight them.

 

Personalized Marketing Stats by Marketing Type and Industry

Email was the most personalized marketing channel (78%) in 2020.

(SalesForce, Marketing Dive)

An interesting fact worth mentioning is that nearly 98% of emails analyzed in the second quarter of 2017 weren’t personalized. Luckily, many marketers now see that email is a very powerful tool, especially when it’s personalized.

Of course, different types of personalized marketing strategies can be used, such as customized websites, mobile apps, personalized social media marketing, etc.

 

In the US, web applications are digital channels in which personalized communication is used the least.

(Statista)

While personalization is good, it’s not always necessary.

For example, as of March 2020, only 20% of web applications used personalized marketing, while 31% of mobile apps did. Aside from emails, websites were frequently personalized (56%), as well as in-person experiences (43%).

Some other channels that included personalized marketing were online advertising (33%), social media (32%), and call centers (27%).

 

40% of survey respondents think that personalization in email marketing is the most effective measure to ensure success.

(Marketing Dive)

As the personalized email marketing statistics point out, personalization is crucial to a good marketing email. 40% of survey respondents stated that including personalization in email marketing campaigns leads to the most successful marketing efforts.

Apart from personalized emails, promotions were a very successful marketing tactic.

 

54% of companies use AI-driven predictive segments for their website personalization.

(Hubspot)

When asked about segmentation methods, companies indicated that the segments were more likely to be static (69%). On the other hand, 54% use AI-driven predictive segments for personalization.

Personalized marketing stats further suggest that most companies use static creatives for personalization, while 55% use a variable copy (e.g., web content that changes based on the target audience).

 

96% of US professionals from the music/media/movie industries use marketing personalization.

(Statista)

According to a study conducted by marketing experts in the US, an overwhelming majority of professionals from the music/media/movie sector (96%) said they use personalization in their marketing campaigns.

Apart from that, 95% of those from the arts and crafts sector do so, as well as 95% of marketers in the gardening industry and 92% of those from the footwear sector.

Conversely, only 78% of food/beverage/grocery professionals use marketing personalization.

 

Statistics on Potential Benefits of Personalized Marketing

Companies that master personalization are able to increase their revenue by 6% to 10%.

(Globe Newswire, BCG)

Experienced marketers know that personalized customer experiences are now a must. Apart from increasing growth rates, personalization increases marketing efficiency.

Nonetheless, BCG’s survey of personalization programs points out that only around 15% of companies can be considered true personalization experts, and most are digital natives and tech companies. 65% of companies still use segmented or mass-market approaches.

 

Amazon’s ‘response to buying suggestions’ offered to its customers generates an additional 10% to 30% in revenue.

(Econsultancy)

It’s no wonder that Amazon has become one of the world’s wealthiest and most prominent companies. The data regarding Amazon’s personalized marketing reveals that Amazon’s “response to buying suggestions” generates an additional 10% to 30% in revenue.

Also, if we consider that Netflix sponsored a $1 million prize for those who improve its predictive algorithms, we can conclude how essential personalized marketing is even to big and established companies.

 

70% of marketers who use advanced personalization earned at least 200% ROI because of it.

(Komarketing)

Statistics like this perfectly depict the power of personalized marketing.

Namely, around 34% of North American firms have started using advanced personalization tactics across the customer lifecycle, while 75% of all organizations used some advanced personalization. In addition, 51% of marketers claiming that personalization is best across multiple touchpoints leveraged at least 300% ROI.

 

Globally, 93% of B2B professionals believe that content personalization on their website increased the company’s revenue.

(Statista, UseProof)

B2B personalization statistics from Statista’s report indicate that a vast majority of B2B experts think that personalization on their website increased the revenue of their company. On the other hand, only 7% think the opposite.

That means that even B2B companies should consider using one-to-one marketing.

 

90% of US adults find marketing content personalization appealing.

(UseProof)

Personalized content marketing plays a big role in getting customers’ attention.

Statistics prove that most of them find personalized content appealing, while only 7% think it’s neither appealing nor unappealing. Some customers believe personalized content is not appealing at all, but they account for only 4%.

Therefore, marketers should always take advantage of it because both customers and marketers benefit from it.

 

According to the retailers in the US, the average monthly revenue from advanced personalized marketing amounts to $6,791.

(Statista)

Advanced personalized marketing brings the most monthly revenue ($6,791). Still, that doesn’t mean you must only invest in advanced personalization. Even basic marketing personalization is beneficial, as it can earn companies $5,802 per month. The third option is purchase-based personalized marketing, which can generate $5,960 in monthly revenue.

 

Cons, Challenges, and Potential Risks of Personalized Marketing

Only 31% of marketers think that marketers are getting personalization right.

(Salesforce)

An extensive survey from 2020 reveals that marketers are aware that personalization and individual marketing are much more complicated than they seem. More precisely, merely 31% believe marketers actually understand personalization.

Furthermore, bad personalization can lead to wasting time and even losing customers, as 26% of marketing professionals think that personalization has an incredibly strong impact, and 52% believe it substantially impacts advancing customer relationships.

 

40% of consumers get a mobile notification after walking by a store and find this personalization approach creepy.

(Accenture)

This is one of the best examples of personalized marketing gone wrong, as some personalized engagement tactics are creepy to customers. According to them, seeing ads on social sites for items they browsed on a brand’s website is a bit upsetting (35% of customers say so), while 41% find getting a text from a retailer or brand when walking by a store creepy.

There are many more ways of personalizing ads and offers without being too intrusive.

 

Brands risk losing 38% of their customers due to poor marketing personalization efforts.

(Gartner)

Sometimes it’s better to leave things as they are than trying to do something and not putting effort into it or avoiding doing meticulous research. Statistics like this one prove that.

One of the cons of personalized marketing is that if it’s done, it has to be done right. Data suggests that brands are at risk of losing 38% of their customers if they don’t use personalization in marketing well.

 

In the UK and the US, 18% of marketers devote less than 10% of their digital marketing budgets to personalization.

(Statista)

It’s difficult to expect great results with no investments. Unfortunately, almost one-fifth of companies in the US and the UK don’t really want to invest in individual marketing.

Moreover, 16% of them devote 20-29% of their digital marketing budget to personalized marketing, while 13% devote 50-59%, 12% devote 30-39%, 11% devote 40-49%, and 10% devote 10-19%.

Interestingly, there are even companies that allot 90-100% of their digital marketing budget to personalized marketing.

 

74% of marketing leaders struggle to scale personalization efforts.

(Gartner)

None of the one-to-one marketing steps should be overlooked if brands want to personalize effectively.

Marketers should pay attention to understanding consumers’ micro behaviors and preferences for trigger-based messages, producing content that can be adjusted to more than one consumer profile, learning to collect nontraditional data, and sharing decision-making with other disciplines.

 

65% of marketers feel overwhelmed because they need to make more content to support personalization.

(Gartner)

If you think that implementing individual marketing is a one-time project, you’re wrong.

Marketers are obliged to make and edit content for their customers constantly, so it remains personalized. That’s a problem for 65% of marketers, as they feel overwhelmed by it.

Therefore, it’s important to remember all the benefits of personalization in marketing when facing challenges such as this one.

 

Related Questions (FAQ)

What is personalized marketing?

Personalized (also called one-to-one and individual) marketing includes using analytics to make product experiences and advertising messages feel unique to every customer. More precisely, it’s about having the right message and suggestions and reaching the right person at the right moment.

 

Why is personalization important in marketing?

Personalization is more crucial than ever. Users can easily be overloaded with information, and the best way to get their attention is to use personalization in marketing. Personalized content is effective because it directly speaks to a consumer.

 

Why does personalized marketing work?

Personalized marketing works because customers get relevant content. Consumers don’t dislike advertising as much as they dislike bad advertising. Irrelevant brand messaging is a time-waste, and since personalized content is based on past behavior, consumers will most likely respond favorably.

 

How effective is personalized marketing?

Companies that use personalization correctly can increase their growth rates by between 6% and 10%. That’s why companies and brands should use personalized marketing to its full potential.

 

Do consumers prefer personalization?

Yes. Moreover, customers have started expecting (and even demanding) personalization. According to shoppers, personalization helps them to navigate online and in-store, get relevant products and targeted promotions, and generally appreciate when companies invest in the relationship with their customers, not just the transaction.

 

What are the benefits of personalization?

Personalization builds loyalty and drives long-term engagement. Engaged and loyal customers are more likely to purchase goods from a personalized brand, recommend a brand to others, and purchase again. Personalized marketing statistics and facts also point out that personalization drives revenue and creates consistency across channels.

 

Conclusion

We hope you found this list of personalized marketing statistics to be helpful. We know that it can be hard to keep up with all the latest trends, so we’re here to help you stay on top of things.

Here are some of our favorite takeaways from these personalized marketing stats:

  • Personalization is the future. The more you can personalize your marketing efforts, the more likely you are to succeed!
  • It doesn’t matter what your industry is—personalization works for everyone and in every situation.
  • Personalization isn’t just about making your customers feel like they matter; it’s also about making them feel like they have options (and that they have choices)
  • In today’s world, personalized marketing is not just a nice thing—it’s an essential part of any successful business strategy!

If you have any questions about any of these statistics or how they could be applied in your specific situation, please feel free to reach out by emailing us directly.

Thank you for reading!

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