10 killer reasons to use personalised marketing campaigns

Written by Jason Groom
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Originally published
January 18 2017,
July 3 2020

If ever there was a buzzword in marketing, “Personalisation” looks set to be it for some time yet. While the consensus is that we should be personalising all and everything, the “whys” (and importantly the “hows”) are not always so easy to come by.
So, here’s our 10 killer reasons to use personalised marketing campaigns, let us know if you need some more!


1. Personalisation increases response rates
In Adestra’s ‘The State of Digital Personalisation in 2018’ study, 83% of those surveyed reported a rise in email open rates and 75% saw more click-throughs when personalisation was used.

2. It also increases sales and satisfaction
In the same research, 50% reported a boost in both sales and customer satisfaction from personalised emails.

3. Irrelevance is slashed
No one wants to see adverts for stuff that’s of no use to them. 46% of internet users questioned by eMarketer said personalisation reduced irrelevant advertising. Cutting out the stuff they don’t want means delivering more of the stuff they do. More relevant, interesting and more likely to  be of value means an increased chance of eliciting a response…and a sale.

4. Up and cross-selling opportunities
In the same eMarketer study 25% listed personalised ads as a great means of discovering new products.

5. And you save!
Using your knowledge and understanding of the customer to only provide relevant content – whether that’s product information, offers, event details, etc. means resource and production costs are not wasted. Why print and mail a 500-page catalogue when a 24-page one will suffice?

6. Personalisation makes the numbers count
With the arrival of GDPR, the numbers we've been able to target have reduced. Every opted-in data record is now precious, and personalisation is the best way to extract maximum value from each of them.

7. Getting started is easy
While sophisticated personalisation can be complex, getting started using top-level segmentation / demographic information like location, age, and gender is simple and quick to implement. But its not the answer.

8. Customers expect it
In a report by Rare Consulting, 54% of participants from Generation K, 52% of Millennials, 48% of Generation X and 40% of Baby Boomers said they felt personalisation “is a high priority”.

9. It makes direct mail even more effective
Ricoh with the DMA found that a whopping 98% of marketers said that personalisation has enhanced the effectiveness of mail, with 68% pointing towards image personalisation as a means to improve ROI.

10. Response rates north of 20%
And lastly, but by no means least, integrating personalised marketing campaigns with direct mail in to a wider digital strategy can see response rates for a campaign hit over 20%.

Convinced? Want to learn more? We’re “the personalisation people” and pride ourselves on finding clever ways to deliver personalisation solutions.
Click here for more.

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