70 Personalization Stats for Smart Marketers

Wondering whether personalization works? In this blog post, we’re sharing 70 data-backed personalization stats. Whether you're focused on content marketing, building a more engaging website or email marketing, these stats show that personalization is the future and it will help you generate results. We’ve broken them into “business sentiment personalzsation stats”, “consumers sentiment personalization stats”, “personalization trends” and “personalization results”.

70 Personalization Stats for Smart Marketers:


Business Sentiment Personalization Stats

  1. 88% of marketers cite improved customer experience as the reason to prioritize personalization. (Evergage)
  2. 74% of marketers think personalization needs greater focus and support in their organisations. (Evergage and Researchscape)
  3. Almost 50% of global B2C marketing leaders said they would channel more budget to content and personalization technologies. (Forrester)
  4. 66% of marketers are realigning internal resources to drive more personalised marketing initiatives. ( Conversant Media)
  5. Almost two-thirds of CEOs identified the need for products, services and experiences that are more meaningful to their customers as important. (Accenture)
  6. 33% of marketers identified “personalization” as the one capability that will be most important to marketing in the future. (Adage)
  7. 94% of customer insights and marketing professionals from multiple industries cite personalization is “important,” “very important,” or “extremely important” for achieving their current email marketing objectives. (Conversant Media)
  8. Two-thirds of marketers identify a boost in visitor engagement and better customer experience as the top benefits of personalization. (Evergage)
  9. 74% of marketers attribute targeted personalization as the reason for increased customer engagement. (EConsultancy)
  10. In 2019, members of the Association of National Advertisers selected “Personalization” as the Word of the Year. (ANA)
  11. 50% of businesses believe they can drive interaction within email by increasing personalization. (Experian)

Consumers Sentiment Personalization Stats

  1. The share of U.S. consumers who find marketing content personalization “very” or “somewhat” appealing is 90%. (Statista)

Image: Statista

  1. 72% of consumers claim they will only engage with personalised messaging. (SmarterHQ)
  2. Half of Millennials and Gen Zers generally ignore communications from companies that don’t personalise their content, and 73% expect companies to engage them in real-time. (Salesforce)
  3. 77% of consumers have picked, recommended, or paid more for a brand that prioritises personalised service or experience. (Zoominfo
  4. 84% of customers say being treated like a person, not a number, is very crucial to winning their wallet share. (Salesforce)
  5. 74% of online consumers get frustrated with websites when irrelevant offers, ads, promotions appear. (Janrain – now Akamai)
  6. 63% of consumers see personalization as a standard of service. (RedPoint Global and Harris Poll)
  7. 45% of consumers won’t spend time with branded content that’s not relevant to their interests. (OneSpot and Marketing Insider Group)
  8. 52% of customers are likely to switch brands if a company doesn’t personalize communications to them, while 65% of business buyers are likely to switch brands if a supplier doesn’t personalise communications to their company. (Salesforce)
  9. 75% of consumers are more likely to buy from a retailer that recognises them by name, recommends products or services based on past purchases, or knows their purchase history. (Accenture)
  10. 55% of business buyers (and 54% of consumers) get annoyed when targeted with an ad for something they’ve already purchased. (Salesforce)
  11. 33% of customers who abandoned a business relationship did so due to poor personalization. (Accenture)
  12. More than one-third of U.S. adults online want retailers to increase their personalization experiences. (Forrester)
  13. On average, 36% of consumers have expressed an interest in purchasing personalised products or services. (EConsultancy)
  14. 69% of business buyers expect personalised recommendations. (Salesforce)
  15. 50% of consumers say they would pay more for products and services from brands that prioritise personally relevant content. (OneSpot and Marketing Insider Group)
  16. Almost 80% of consumers are only likely to engage with a brand using coupons or other offers if those promotions are directly linked to how they have interacted with the brand previously. (Marketo)
  17. 64% of customers expect personalised engagements based on prior brand interactions. (Salesforce)
  18. 73% of customers expect companies to understand their needs and expectations. (Salesforce)
  19. 72% of consumers will only interact with personalised marketing messages from brands. (SmarterHQ)
  20. 80% of U.S. online adults feel comfortable sharing some personal information with retailers to personalise their experience. (Forrester)
  21. 70% of customers say understanding how they use products and services is very critical to winning their business. (Salesforce)
  22. 62% of customers expect companies to adapt based on their actions and behaviour. (Salesforce)
  23. 62.26% of consumers feel “happy” and “excited” to respond to a personalised message from a retailer. (Dynamic Yield Research)
  24. 32% of shoppers expect a personalization discount within just an hour of sharing their information with a retailer. (Econsultancy)
  25. 48% of people say it’s generally acceptable for companies to use their purchase history to deliver personalised offers via mobile, so long as they can be opted in and out of. (Statista)
  26. 81% of U.S. consumers think online retailers do a good job of delivering personalised experiences. (Statista)
  27. 54% of U.S consumers approve of online retailers using their purchase history for mobile shopping recommendations. (Statista)
  28. 70% of millennials are willing to let retailers track their browsing and shopping behaviours in exchange for a better shopping experience. (SmarterHQ)
  29. 70% of millennials are frustrated with brands sending irrelevant emails. (SmarterHQ).
  30. 36% of consumers say retailers need to do more to offer personalised experiences. (Retail TouchPoints)

Image: Statista


Personalization Trends

  1. Four in 10 marketers employ machine-learning personalization, using AI-based algorithms and predictive analytics to dynamically present recommendations and experiences at the 1-to-1 level. (Evergage and Researchscape)
  2. Digital marketers today employ personalization in their emails (78%); on their website (58%); in person, such as through store associates and kiosks (42%), in online advertising (35%); and in their mobile apps (28%) and web apps (19%). (Evergage and Researchscape)
  3. Marketers report personalising content and experiences based on campaign source (49%), pages/content viewed (35%), email opens (34%), products purchased (33%), email click-throughs (32%), demographics (32%), clicks (30%), geolocation (28%), stage of the customer journey (27%) and previous visit behaviour (26%). (Evergage and Researchscape)
  4. Message personalization is the #1 tactic used by email marketers to increase engagement rates. (HubSpot)
  5. Only 39% of online retailers send personalised product recommendations via email. (Certona)

Personalization Results

  1. Segmented and targeted emails generate 58% of all revenue. (DMA)
  2. Marketers have noted a 760% increase in revenue from segmented campaigns. (Campaign) Monitor
  3. Marketers see an average increase of 20% in sales when using personalised experiences. (Monetate)
  4. 90% of marketers report a measurable lift in business results, attributable to personalization, and 58% say that lift is greater than 10%. (Evergage and Researchscape)
  5. Nearly all marketers (98%) note that personalization advances their customer relationships – with 7 in 10 (70%) describing the impact as “strong” or “extremely strong.” (Evergage and Researchscape)
  6. The open rate for emails with a personalised message was 18.8%, as compared to 13.1% without any personalization in 2016. (Statista)
  7. 55% of consumers have stated that they like email messages that contain relevant products and offers. (Liveclicker)
  8. In 2018, $87.5 billion in sales were influenced by personalised offers that resulted in consumers making a purchase they did not otherwise intend to make. (451 Research)
  9. 80% of consumers are more likely to make a purchase when brands offer personalised experiences. (Epsilon)
  10. The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively. (Ascend2, 2016)
  11. Personalization can deliver five to eight times the ROI on marketing spend and lift sales 10% or more. (McKinsey)
  12. Personalised emails generate 6X higher transaction rates. (Experian)
  13. Four out of five companies report an uplift since implementing personalization. (Econsultancy)
  14. Emails with personalised subject lines are 26% more likely to be opened. (Campaign Monitor)
  15. 53% of marketers say ongoing, personalised communication with existing customers results in moderate to significant revenue impact. (DemandGen)
  16. Displaying a pop-over on a website increased email newsletter subscriptions for Fresh Relevance by 800%. (Fresh Relevance)

Image: Fresh Relevance

  1. Some brands have recorded and 8x improvement on click-through rates with a personalised video versus regular outbound email campaigns. (Marketing Land)
  2. 95% of companies that saw 3x ROI from their personalization efforts grew profitability in the year after their personalization integration. (Monetate)
  3. Birthday emails tend to generate 342% more revenue per email than standard promotional emails. (Experian)
  4. Personalised calls to action convert 202% better than standard or generic calls to action. (HubSpot)
  5. Personalised email marketing produced an average ROI of 122%. (Experian)
  6. Personalised email subject lines generate, on average, 50% higher open rates. (YesMarketing)
  7. The topmost used content formats of website personalization (in order) are banners, call-out messages, inline content, survey questions, in-page edits, pop-ups, information bars and modals. (Statista)

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