Roughly 2 in 3 client-side marketers (predominantly from the UK and Europe) engage in some form of personalization in their marketing activity, according to a report from Econsultancy and RedEye [download page]. While few are personalizing channels beyond email, those who have implemented personalization in other channels are reporting sizable benefits from doing so.
In particular, although the use of personalization in search engine marketing is quite sparse (18% of company respondents), almost half (48%) of company respondents have experienced a major uplift in search marketing conversion rates since implementing personalization. Moreover, another 43% report a minor uplift in search marketing conversion rates after having implemented personalization.
Personalization is credited with varying levels of conversion rate improvements across other channels, too. More than one-third say they’ve experienced major uplifts in conversion rates since implementing personalization of SMS (37%) and website (36%) channels, and more than one-quarter say the same about social media (28%) and email (27%).
Compared to a similar study carried out in 2014, it appears that more marketers today are seeing gains from personalization. In 2014, for example, 32% reported a major uplift in search marketing conversion rates from personalization, and one-quarter experienced an uplift of that magnitude for SMS.
The only channel for which personalization’s impact seems to have declined over the past couple of years is offline. In fact, only about half as many respondents this year are personalizing their offline marketing (12% vs. 23% in 2014). Even so, about 9 in 10 respondents to this latest survey say that they’ve experienced at least a minor uplift in offline conversion rates since implementing personalization.
Read more about trends in personalization here.
About the Data: Econsultancy’s Conversion Rate Optimization Report is based on 889 respondents to its research request, which took the form of an online survey fielded in August 2016. Two-thirds (66%) of the respondents work for client-side organizations who are trying to improve their conversion rates. Some 71% of client-side respondents are based in the UK (56%) or another country in Europe (15%), and 61% come from companies with at least £10 million in annual revenues.