Catering to our differences

The case for personalization

What's the deal with personalization?

Every marketing team worth their salt is endeavoring to give customers world-class experiences that also deliver value to the business. Personalization is the key.

What is personalization?

Personalization is the curation and customization of content, communications, offers, or recommendations sent to a person or account based on their individual context, preferences, and needs. We're all different,its after all. Personalization at scale is made possible at the intersection between customer data, agile operations, and digital channels.

People very clearly want it

About 80% of people have said personalized experiences are important to them. It's the payoff people increasingly expect for sharing their data and information with you. Research by Salesforce has in fact shown that almost 60% of consumers are willing to share personal data in exchange for personalized offers or discounts. As we'll explore in the following chapters, there are psychological reasons why it's preferred, which your team can tap into.

And it drives growth

Businesses like Netflix and Amazon have demonstrated the huge business value to gain from providing audiences with finely tuned recommendations. According to research by Salesforce, top-performing marketing teams are 7.2x more likely to use web personalization extensively than underperformers. Research by McKinsey & Company revealed that effective personalization increases customer stickiness, basket size, cross-selling, frequency of purchase, and more.

Personalization reduces
acquisition costs by up to

50%

Lifts revenues by

5-15%

Increases the efficiency of marketing spend by

10-30%

Source: McKinsey & Company

Does your company personalize content beyond emails?

Absolutely, it's the best way to engage
No, we don't have the resources
No, but we're thinking about it
Don't know