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Study: Personalizing Email Marketing Ups Value 57%

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Jul 11, 2008 

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Kathleen  |

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Study: Personalizing Email Marketing Ups Value 57%

ADOTAS – It’s time to get personal: that’s the message the Aberdeen Group is sending to email marketers. Their recent study found that leveraging personalization techniques increased average order values by 57%.

In the study, Best-in-Class companies indicated that they currently utilize landing pages (78%), forms and survey tools (57%), and segmentation tools (49%) to supplement accessible data and improve the effectiveness of email campaigns. These enabling technologies allow them to improve customer retention rates and opt-in rates by an average of 5% as a result of segmenting customers with email campaigns.

“Companies are still struggling with more advanced email marketing techniques (beyond the simple mail-merge of a name in the salutation). The research unequivocally demonstrates that email personalization plays a critical role in delivering superior email marketing campaign performance,” Ian Michiels, senior research analyst in Aberdeen’s Customer Management Group, said. “All organizations surveyed recognize the value of personalization. They also realize the essential role customer data plays in attaining Best-in-Class performance. As a result, all respondents have initiatives in place to both consolidate and cleanse customer data before implementing more advanced personalization techniques. Best-in-Class are still early adopters of highly personalized techniques and technologies; however, their performance is a clear indication that we will continue to see increased adoption of more advanced automated personalization features like dynamic message assembly within top performing organizations.”

Aberdeen Group is a Harte-Hanks Company and a provider of research and market intelligence.

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