Study: Email favored for personalization, but ROI metrics are elusive
Landing your message with consumers is crucial; accurately gauging its efficacy is quite another matter. This research helps, offering data about who is doing what—and where.
Email reigns as the go-to personalization tool, especially in North America. The problem, though, is ROI metrics.
Email ranks only sixth in delivering ROI with personalization, although that may be because it’s difficult to measure, according to The Age of Personalization, a survey by Harvard Business Review Analytic Services, sponsored by Mastercard.
North American companies lead the way, with 56 percent using email for personalization, compared with 47 percent in Europe and 42 percent in Asia-Pacific.
The second-most-popular tactic is product offerings and recommendations, used by 54 percent in North America, 56 percent in Europe and 44 percent in Asia-Pacific.
Social media is fourth, just behind the in-person customer experience. Among North American firms, 46 percent use social platforms, compared with 50 percent in Europe and 39 percent in Asia-Pacific.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
