One third of marketers believe personalization will be the most important trend in the future.
That’s ‘cause 86% of consumers say it informs their purchases.
But there’s a problem.
Because less than 10% of marketers believe they’re “highly effective” at it.
That’s because slapping on “Hey $FNAME” to an email before it heads out the door ain’t personalization.
Those days of half-assing it are long gone.
In other words, the trends aren’t wrong. Our approach is.
Here’s how to truly personalize your marketing messages to cut through the clutterTrillions of Emails: Why Your One-Off Campaigns Aren’t Performing
Email marketing has long been the most cost-effective channel online, delivering $38 for every $1 spent and besting social channels by 40X in acquiring new customers.
That success hasn’t gone unnoticed.
And now email is under siege and in danger of collapsing on itself; the very definition of killing the golden goose.
Trillions of emails are sent daily, adding up to 140 per person, per day. Most of it unwanted, and unasked for ‘graymail’.
Email’s gotten so tough and so competitive, that sending it isn’t the hard part: getting it delivered in the first place is.
Consumer behavior has also evolved.
Instead, consumers today bounce around across multiple channels on multiple devices.
It isn’t linear, but sporadic and all over the map.
That’s why people routinely require 7-13+ touches prior to purchase.
All of this means a few things.
First, the likelihood of a single email campaign generating a sale has decreased.
Same goes for a single ad. Or a single direct mail piece.
Instead, think of those things and links in a chain.
They gotta add up over time if they’re gonna work.
The day’s of one-and-done promotion are history.
And second, it means that a broad trend like ‘personalization’ can’t be isolated to only email.