The Pay-Offs of Personalization
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 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.