The backstory to personalization

Diving into what we already know
(and what we don't)

The personalization effect fact sheet

Why personalization matters

The conversation around personalization is booming. Before we begin, let's look at some of the existing research on why we should care about personalization in the first place.

Here are five top findings:

71%

of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen

88%

of U.S. marketers reported seeing measurable improvements due to personalization and 98% of companies say that personalization increases customer loyalty

202%

Personalized CTAs perform 202% better than non-personalized equivalents

40%

Companies that grow faster drive 40% more of their revenue from personalization than their slower-growing counterparts

88%

of businesses say personalization is an essential part of their strategy.

Sources: McKinsey, Evergage, Twilio, and HubSpot

The personalization gulf fact sheet

Why we need to investigate

So personalization matters and businesses want to do it. Got it. Then what's the problem? Why did Turtl need to do this study, and why should others read it?

Here are the top five facts fuelling this investigation:

84%

of B2C companies report that they always or often personalize engagement with consumers. However, half of consumers agree.

46%

of consumers rate personalized experiences as merely “average.”

75%

Although 75% of companies say they provide good or excellent personalized experiences, but only 48% of consumers say they receive good or excellent personalized experiences from brands.

32%

Only 32% of marketers say their CMS facilitates personalization.

2/3

Nearly two-thirds of consumers say they’ll stop using a brand if it doesn’t personalize their experience.

Sources: Twilio, Econsultancy and Adobe

TL;DR:

Personalization is good for business growth, lead gen, click-throughs, and loyalty. As a result, many businesses are already deploying personalization.

But ...

Customers are unimpressed. And creating below-par personalization can have serious consequences for businesses.

Do you already produce personalized content?

Absolutely!
Sometimes ...
Only in emails
I don't think it is for me
I wouldn't know where to begin