In today’s digital age, data is a hot commodity. Perceptions vary on how much customer data companies should have access to. Only 39 percent of consumers believe the benefits of personalization justify the privacy tradeoff.1 Still, one thing is clear: Most customers expect companies to use the information they do have to make communications more relevant and personal.
Through marketing personalization, companies can use data to target customers with messages that speak directly to their specific interests, demographics and buying behavior. Customers should feel like the brand messages they see were written just for them. Examples include product recommendations based on previous purchase history, behavior-based push notifications and regionalized store communications. Used effectively, personalization builds stronger customer connections and more satisfying experiences. Those relationships show up in the numbers as higher revenue, increased loyalty and a stronger brand reputation.
Many customers are craving this level of personalization. Sixty-four percent of consumers prefer companies that tailor experiences to their individual needs.1 And 77 percent say personalization increases their trust in a brand.2
When developing a marketing personalization strategy, it’s important to consider all communication channels to ensure a unified approach. Ninety percent of consumers expect brands to honor their preferred communication channel.2 Customers also commonly interact with brands through more than one channel. They might read about a new product in a direct mail piece, then go online to research it further. That combination works. More than half of consumers (53 percent) say they are more likely to consider a brand when they receive both digital and direct mail communication.3 The personalization experience should follow them across every channel, creating a cohesive journey. High-performing marketers fully personalize across an average of six channels, compared with just three channels among underperforming marketers.4
Despite the many upsides of marketing personalization, some companies struggle to execute these strategies effectively. The culprit is often data quality. Poor, incomplete or disconnected data can produce personalization that is inaccurate, generic or even intrusive. Nearly half of marketers (48 percent) are working with outdated or incomplete address data.5 Only 32 percent of consumers believe companies are using their data effectively.2 Marketers are feeling this disconnect as well. Only 31 percent say they’re fully satisfied with their ability to unify customer data sources.4
Clearly there’s work to be done to help companies use data effectively and earn customers’ trust. That work starts upstream of the campaign. Personalization can only be as accurate as the data behind it, so the real opportunity is in cleaning, connecting and maintaining customer records across every system that touches them.
Matrix helps organizations make customer data usable. That means data processing, segmentation, variable messaging and coordinated digital, print and mail execution. The result is communication that reflects what an organization actually knows about its customers.
Effective personalization begins with trustworthy data and a clear understanding of the customer. It takes more than adding a name or a customized offer. Contact us today to get started.
5 Lob 2025
