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.