Evergage Report Reveals Personalization is Reaching Mainstream Status as a Marketing Initiative

Jun 14, 2016

Evergage, a real-time personalization platform company, published its annual research report on the state of personalization, "2016 Trends in Personalization." The study, conducted with Researchscape International, found that 85% of the marketers surveyed are using personalization. However, most companies' initiatives barely make the grade, with the majority of marketers giving their own (55%)--and their competitors' (63%)--campaigns a grade of "C" or lower.

While the majority of marketers have deployed personalization programs, just 42% are "very" or "extremely" confident they have the tools they need to do personalization and think they can go further. Only 18% of marketers are "very" or "extremely" satisfied with the level of personalization currently woven into their marketing efforts. When employing personalization, marketers today most frequently use it in email (67%), on websites (56%), mobile websites (27%), mobile apps (20%) and web applications (19%).

Of those not already using personalization in some capacity or using only email personalization, over half (55%) plan to implement website or in-app personalization in the next year.

Personalization is increasingly viewed as a strategic priority--74% of respondents said that personalization is either "very" or "extremely" important to their organization. As a result, they are allocating more staff, budget and resources. In 2015, 51% of respondents had employees dedicated to personalization. This year, this number increased to 57%. Of this group, 39% have personnel dedicated full-time to personalization. Respondents using personalization in their marketing campaigns realized increased conversion rates (65%), increased visitor engagement (62%) and improved customer experiences (61%). Additionally, 89% report an overall lift from personalization efforts (a 3% increase over 2015), a majority of which (53%) have seen a lift greater than 10%.

Marketers reported that incorrect personalization is worse/scarier than: sending an email campaign with a typo (71%), higher-than-average unsubscribe rates on an email campaign (46%), forgetting to attend a meeting scheduled by the CMO (43%) and a "page not found" error (40%).

When asked why their organizations have not yet adopted website or in-app personalization, 39% of marketers indicated that the top barriers are a lack of effective solution/technology, budget constraints and a lack of knowledge/skills/people. Other barriers include insufficient integration and consistency across all marketing channels, not enough time, bad quality/dirty data and scalability across sites, to name a few.