Key Insights
Essential data points from our research
80% of consumers are more likely to make a purchase from a brand that provides personalized experiences
71% of consumers expect companies to deliver personalized interactions
76% of consumers get frustrated when this doesn’t happen
Companies that grow faster drive 40% more of their revenue from personalization than their slower-growing counterparts
Marketers see an average increase of 20% in sales when using personalized experiences
Personalization can reduce customer acquisition costs by as much as 50%
Emails with personalized subject lines are 26% more likely to be opened
Personalized emails deliver 6x higher transaction rates
Segmentation and personalization effectively used in email marketing increases revenue by 760%
83% of consumers are willing to share their data to create a more personalized experience
69% of consumers appreciate personalization, so long as it is based on data they have explicitly shared with a business
57% of consumers are willing to share personal data in exchange for personalized offers or discounts
63% of digital marketing leaders still struggle with personalization due to lack of resources
39% of marketers say they are struggling to personalize in real-time
51% of digital professionals say they cannot implement personalization across channels due to disparate technologies
Challenges & Adoption
- 163% of digital marketing leaders still struggle with personalization due to lack of resources
- 239% of marketers say they are struggling to personalize in real-time
- 351% of digital professionals say they cannot implement personalization across channels due to disparate technologies
- 4By 2025, 80% of marketers who have invested in personalization will abandon their efforts due to lack of ROI
- 5Over 50% of brands say they have not yet implemented a personalization strategy
- 674% of marketers believe targeted personalization improves customer engagement, yet only 19% use it
- 7The top three challenges to personalization are gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%)
- 8AI-powered personalization is expected to increase global GDP by 14% by 2030
- 992% of businesses are using AI-driven personalization to drive growth
- 10Only 22% of shoppers are satisfied with the level of personalization they currently receive
- 1159% of companies lack the internal resources to execute their personalization strategy effectively
- 1267% of marketers rely on automated decisioning engines for personalization
- 13Scalable personalization is the top priority for 64% of CMOs
- 1488% of marketers say that using machine learning for personalization is a high priority
- 1554% of shoppers say that retailers need to do a better job of offering a personalized experience
- 1664% of B2B marketers utilize market-based segmentation as their primary method of personalization
- 17Only 6% of marketers report having "advanced" personalization capabilities
- 1880% of consumers say businesses need to do more to safeguard their data before they are willing to accept AI-driven personalization
- 1995% of marketing professionals believe that AI will be significant in the personalization landscape within 3 years
- 20Almost one-third of marketers cite budget constraints as a significant hurdle to personalization
Interpretation
Personalization has become the holy grail for marketers—brimming with AI optimism and lofty goals—yet most teams lack the data, tech, talent, budget and consumer trust to deliver it at scale, so despite strong belief in its value many efforts underperform and risk being abandoned by 2025.
Channels & Tactics
- 1Emails with personalized subject lines are 26% more likely to be opened
- 2Personalized emails deliver 6x higher transaction rates
- 3Segmentation and personalization effectively used in email marketing increases revenue by 760%
- 475% of marketers say dynamic, personalized content across channels is very important
- 550% of companies feel they can increase interaction within email by increasing personalization
- 6Personalized calls to action (CTAs) perform 202% better than basic CTAs
- 722% of consumers say they are more likely to open an email if the brand makes product recommendations based on past purchases
- 839% of online merchants send personalized product recommendations via email
- 9Omni-channel personalization strategies achieve a 91% higher customer retention rate
- 1082% of marketers use email for personalization, making it the most used channel for this strategy
- 1153% of marketers say that ongoing, personalized communication with existing customers results in moderate to significant revenue impact
- 12Advanced personalization in loyalty programs can increase redemption rates by 25%
- 1342% of consumers are annoyed when content is not personalized to their location
- 14Using a person's name in the subject line can increase open rates by 50% in some industries
- 1563% of consumers stop buying from brands that prefer blast messaging over personalized communications
- 1671% of marketers use website personalization as a primary channel tactics
- 17Push notifications with personalized timing result in a 40% increase in open rates
- 1828% of marketers have successfully used AI to generate personalized product recommendations
- 19Video personalization can increase click-through rates by up to 10x
- 20Companies with omnichannel customer engagement strategies retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement
Interpretation
Personalization is not a nice-to-have but a revenue engine: using names and tailored subject lines can boost opens by up to 50% and 26% respectively, personalized emails deliver six times the transaction rate, customized CTAs convert 202% better, segmentation and personalization can increase revenue by as much as 760%, and omnichannel personalization lifts retention to roughly 89% versus 33% for weak engagement, which means brands that keep blasting canned messages should expect customers and sales to walk out the door.
Consumer Expectations
- 180% of consumers are more likely to make a purchase from a brand that provides personalized experiences
- 271% of consumers expect companies to deliver personalized interactions
- 376% of consumers get frustrated when this doesn’t happen
- 491% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations
- 572% of consumers say they only engage with messaging that is personalized to their specific interests
- 666% of customers expect companies to understand their unique needs and expectations
- 763% of consumers see personalization as a standard of service
- 852% of consumers say they will likely switch brands if a company doesn’t personalize communications to them
- 974% of customers feel frustrated when website content is not personalized
- 1084% of consumers say being treated like a person, not a number, is very important to winning their business
- 1148% of consumers have left a brand’s website and purchased from a competitor due to a poorly personalized experience
- 1270% of millennials represent the generation most frustrated by irrelevant bulk email blasts
- 1390% of U.S. consumers find marketing personalization very or somewhat appealing
- 1462% of consumers say a brand would lose their loyalty if it delivered an un-personalized experience
- 1536% of consumers believe brands should offer more personalized experiences
- 1654% of shoppers anticipate a personalized discount within 24 hours of identifying themselves to a retailer
- 1779% of consumers believe that the more tailored the service, the more they feel the company cares about them
- 1887% of consumers surveyed said that personally relevant content positively influences how they feel about a brand
- 1956% of online shoppers are more likely to return to a site that recommends products
- 2061% of people expect brands to tailor experiences based on their preferences
Interpretation
With roughly 70 to 90 percent of consumers expecting, preferring, and rewarding personalized interactions while abandoning brands that don’t, personalization has ceased to be optional and become the basic act of treating people like people, not numbers, if you want their loyalty and purchases.
Data & Privacy
- 183% of consumers are willing to share their data to create a more personalized experience
- 269% of consumers appreciate personalization, so long as it is based on data they have explicitly shared with a business
- 357% of consumers are willing to share personal data in exchange for personalized offers or discounts
- 462% of marketers say their use of first-party data has increased over the past two years to support personalization
- 590% of consumers are willing to share their behavioral data if it means a cheaper and easier shopping experience
- 640% of consumers say they have trust in brands to keep their personal data secure and use it responsibly
- 755% of companies are increasing their investment in Customer Data Platforms (CDPs) to improve personalization
- 8A lack of data quality is cited by 34% of marketers as a major barrier to personalization
- 958% of consumers will switch to a competitor if they feel a company doesn’t respect their data privacy while personalizing
- 1064% of consumers are more comfortable sharing personal information if the brand is transparent about how it will be used
- 11Only 30% of brands are successfully using a 'single view of the customer' to drive personalization
- 1274% of consumers would find "living profiles" valuable if they could curb the data brands use to personalize offers
- 1392% of marketers believe their customers and prospects expect a personalized experience but data silos prevent it
- 1450% of consumers are less likely to buy from a brand that requests personal information they deem irrelevant to the transaction
- 1560% of consumers feel comfortable sharing personal information when they have control over how it is used
- 1631% of consumers say they wish their online shopping experience was more personalized, but anonymized
- 1742% of marketers cite fragmented customer data as the top challenge for enabling personalization
- 1886% of consumers are concerned about data privacy, creating a paradox for personalization efforts
- 19Google Chrome's third-party cookie phase-out has pushed 41% of marketers to pivot to first-party data strategies for personalization
- 2070% of marketers are currently using a Customer Data Platform (CDP) to unify data for personalization
Interpretation
These stats tell a simple but sobering story: most consumers will trade data for cheaper, easier, and more relevant experiences if they explicitly consent, have transparency and control, and trust brands to protect and use their information responsibly, yet marketers racing toward first party data and CDPs after the demise of third party cookies are still blocked by fragmented, low quality data and a lack of a single customer view, so personalization will only thrive when companies stop asking for irrelevant details, prove value, and treat privacy as a feature rather than a footnote.
Revenue & ROI
- 1Companies that grow faster drive 40% more of their revenue from personalization than their slower-growing counterparts
- 2Marketers see an average increase of 20% in sales when using personalized experiences
- 3Personalization can reduce customer acquisition costs by as much as 50%
- 489% of digital businesses are investing in personalization
- 593% of B2B pros say personalizing content has boosted their company’s revenue
- 6Personalization campaigns can produce 5 to 8 times the ROI on marketing spend
- 797% of marketers witness a rise in business growth due to personalization implementation
- 886% of companies report a measurable lift in business results from their personalization campaigns
- 9Advanced personalization can deliver $20 return for every $1 spent
- 1095% of companies that saw 3x ROI from their personalization efforts increased profitability in the year after
- 1190% of leading marketers say personalization significantly contributes to business profitability
- 12Personalization initiatives can result in a revenue lift of 10-15%
- 1380% of companies report seeing an uplift since implementing personalization
- 14Brands that personalize the customer journey see a 30% increase in marketing spend efficiency
- 1560% of marketers say personalization is a key strategy for improving quality of leads
- 16Implementing personalization leads to a 5-15% increase in revenue and a 10-30% increase in marketing spend efficiency
- 1788% of marketers say that their biggest goal with personalization is to improve the customer experience which inevitably drives loyalty
- 18Retailers implementing personalization strategies see sales gains of 6-10%
- 19Companies effectively navigating personalization generate 40% more revenue from those activities than average players
- 2077% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience
Interpretation
Treat personalization like a business cheat code, because companies that use it see dramatically higher sales, multiplied ROI and profitability, up to 50% lower customer acquisition costs, improved marketing efficiency, and stronger customer loyalty, which is why nearly every digital brand is doubling down on it.
