A survey of 1,000 US consumers by Movable Ink revealed key trends in customer experiences and the use of personalisation in marketing communications.
According to the study, one out of every four US consumers will unsubscribe from emails owing to inaccurate personalisation. 68% of consumers state that they will be loyal to brands that are actively engaging them.
They would also be loyal to those that are working at building personal relations with them. Of those polled, 61% of consumers will buy goods or services from companies that provide personalised experiences in their branded content.
Also, consumers (65%) claimed they are overwhelmed by the brand communications they receive. One in three consumers reported receiving wrong product recommendations from brands.
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