Consumers Say They’re Just Not That Into Personalized Marketing Messages

June 14, 2013

This article is included in these additional categories:

Data-driven | Digital | Personalization | Promotions, Coupons & Co-op

LyrisEIU-Consumer-Attitudes-Personalized-Marketing-Messages-June2013Most marketers believe that personalization of the consumer experience is important, but their attempts at personalized communications might run into disinterested – or worse, annoyed – consumers. According to a new study [pdf] sponsored by Lyris and conducted by the Economist Intelligence Unit (EIU), only 32% of consumers in the US and UK agreed that greater personalization of marketing messages benefits consumers, while 43% disagreed. Moreover, 70% agreed that many of the personalized messages they receive are annoying because the attempts at personalization are superficial.

Part of the problem seems to an over-abundance of personalized messaging. 81% agreed that they receive more marketing messages that include their name than they did 5 years ago. 76% said the same about messages containing customized offers or invitations, and 70% about messages that include personalized content.

That increase means that personalized messages are now falling on deaf ears (blind eyes?) to some extent. 63% of respondents believe that they receive so many messages that use their name that it no longer makes any difference to them. By comparison, just 14% appreciate receiving messages addressed to them personally and are more likely to read them.

About the Data: The results are based on a survey of 409 consumers conducted in March 2013.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This