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Increasing Sales [INFOGRAPHIC]
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Cross-Channel Personalization [CHART]
By segmenting customers, brands can create the more personalized, relevant experience that consumers now demand—especially from retailers. April 2011 data from the e-tailing group and MyBuys showed 50% of US cross-channel shoppers expect to be offered promotions or merchandise that reflect their past online shopping behavior and purchases. More importantly, 46% of shoppers reportedly would buy more from retailers that personalized the shopping experience across channels. Read the rest at eMarketer.
Tracking & Segmenting Customers [CHART]
According to a November 2011 survey from Acxiom and DIGIDAY, though the majority of US advertisers and agencies were able to identify and segment their customer base, few were capable of doing so in a way that delivers a personalized experience in real time and across multiple channels.
More than half (58%) of advertisers and 39% of agencies said they were able to track and segment their best customers. However, agencies were more than twice as likely (12%) to be able to incorporate both online and offline data into the segmentation process, compared to just 5% of advertisers capable of this more advanced approach. Read the rest at eMarketer.
Email Segmentation Satisfaction [CHART]
According to email delivery and automation provider Emailvision, 96.51% of online marketers worldwide placed some importance on the ability to send targeted and segmented email marketing communications to their audiences. The majority (68.44%) felt it was very important.
More than half (55.16%) of the marketers surveyed were either satisfied or very satisfied with their segmentation and targeting capabilities, suggesting a sizeable audience that is both confident and reportedly adept at reaching the right audience. Just 14.71% said they were dissatisfied with their targeting capabilities. Read the rest at eMarketer.
Email Engagement Practices [CHART]
Only four in 10 global marketers (43%) use email segmentation to personalize messages by audience, according to a survey from Alterian.
Another 44% are still employing email blasts of some kind, although 26% use basic personalization and 18% blast out on a mass basis.
Bottom line: only a small portion (13%) deliver emails based on preferences at the individual customer level, monitored in real-time. Read the rest at Marketing Vox.
