The Pay-Offs of Personalization
Personalization/Targeted Ads
April 2013 -- A 2012 InfoTrends study of the marketing communication needs (printing, variable data, marketing, etc.) 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 and conversion rates from the various personalized marketing campaigns:
Campaign | Response Rate | Conversion Rate |
Print Only | 6.0% | 16.2% |
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 |
About: An online survey of executives and decision makers from more than 1,000 enterprises, employing 500+ people, across 10 vertical market segments (75-125 respondents per vertical).
Source: InfoTrends, Understanding Vertical Markets: Enterprise Communications Requirements, December 2012.