Cordial surveyed over 2,000 US adults and over 550 marketers to understand how digital marketing personalisation is viewed by customers and brands.
As per the study, 50% of marketers reported that emails to customers over the last six months have been personalised. But only 34% of customers that purchased owing to an email reported receiving personalised emails. Cordial’s SVP of marketing, Carrier Parker, believes that marketers may be “missing the mark with consumers.”
Regarding shopper behaviour in the upcoming holiday season, with the Delta variant in mind, 62% of US consumers will shop online and limit how much they shop in-store. This number drops as low as 48% for consumers aged 65 and above.
To get higher revenue per messages, brands must send triggered messages prompted by consumer behaviour. These triggers could be browse and cart abandonment or subscription reminders.
[7 minute read]
