Looking for proof that personalization works? An InfoTrends study of the marketing communication needs (including printing and variable data) of various businesses finds that marketing efforts featuring a higher level of personalization complexity results in a higher return on investment.
The survey of over 1,000 large businesses across 10 different vertical industries found that more than 60% of respondents’ campaigns were personalized or segmented. Response rates went up as the campaigns included more channels and become more complex.
Print-only campaigns achieved an average response rate of 6.0%, while print combined with personalized URLs achieved an average response rate of 7.6%. Adding email increased response rates to 8.2%. Adding mobile increased them to 8.7%. Evidence that more channels = more results!
The report also found that conversion rates were higher in a multi-channel mix. Print alone achieved an average conversion rate of 16.2%, while the combination of print, email, personalized URLs. Mobile achieved an average conversion rate of 19.0%.
The takeaway? If you want better results, personalize your marketing message. If you want outstanding results, use multiple channels to sweep non-responders into the sales funnel and reinforce the message over time.
|Campaign||Response Rate||Conversion Rate|
|Print and Email||7.6%||18.3%|
|Print and PURLs||7.6%||15.3%|
|Print, Email and PURLs||8.2%||16.5%|
|Print, Email, PURLs and Mobile||8.7%||19.0%|
|Source: InfoTrends, 2012|
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