Email Campaigns Good; Personalization Better: Two Surveys Confirm

According to two latest studies, email personalization is on the rise and email targeted to their specific interests, lifestyle or preference was important to consumers. 74% of respondents viewed email from companies they do business with as valuable. 

Email personalization is on the rise, according to a survey of nearly 300 marketing executives by Responsys. "Research show that relevant campaigns increase net profits 18 times more than broadcast mailings," said Responsys CMO Scott Olrich.

According Responsys the survey:

  • 44% of marketers already personalize some aspect of email campaigns 
  • 89% plan to increase their use of personalization in future efforts
  • 40% of marketers restrict their personalization efforts to the salutation 
  • Only 10% individualize all aspects of their email campaigns, including salutation, images, timing and promotion 
  • 64% of respondents cite lack of time and resources as the biggest roadblock to more personalization 

The survey also concludes that 44% of marketers are keen to implement more highly automated campaigns, while 39% said they hoped to launch multichannel marketing campaigns that span email, print, Web, call centers and mobile devices.

In another related, but a separate survey of U.S. adults conducted by Harris Interactive for Acxiom Digital found that about 74% of online adults view e-mail communications from a company they frequently patronize to be valuable or very valuable.

Highlights from Acxiom Survey include: 

  • 74% viewed email from companies they do business with as valuable.
  • 94% have received an email solicitation.
  • 30% reported that the solicitation prompted them to respond.
  • 30% reported that the solicitation prompted them to purchase.
  • 17% viewed emails from companies they do not do business with as valuable.
  • 61% identified timing of the email as an important factor in their desire to respond.
  • 60% reported that compelling offers and discounts were an important factor in their desire to respond.
  • 55% reported that email targeted to their specific interests, lifestyle or preference was important to them.
  • On average, 23% reported that personalization and graphic design were important to them.

Acxiom Digital-Sponsored Survey was conducted online by Harris Interactive on behalf of Acxiom between September 25 and 27, 2006, among 2,541 U.S. adults 18 years of age or older. 

The Responsys Survey: The State of Personalization was conducted in October 2006 in conjunction with The Direct Marketing Association (DMA) and surveyed nearly 300 top marketing executives throughout the US working in a wide range of industries. 

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