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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.