According to InfoTrends’ most recent marketing communications research, about half of total respondents spent much more time reviewing direct mail and direct marketing campaigns when they were personalized and relevant. It should also be noted that younger generations were more likely to pay attention to messaging when it was personalized. This was true for direct mail as well as digital communications.
Figure 3: Consumers Spend More Time with Personalized Direct Mail
Figure 4: Consumers Spend More Time with Personalized Digital Marketing Campaigns
As was shown in the previous Figures, consumers—especially younger ones—will spend more time reviewing personalized content than generic content. The Tables below illustrate that personalization also plays a key role in prompting younger consumers to engage with communications. When respondents were asked to specify the factors that made them most likely to engage with direct mail and marketing e-mails, personalized content was the top response for individuals between the ages of 18 and 34.
Table 2: Personalization Increases Engagement with Direct Mail
Table 3: Personalization Increases Engagement with Marketing e-Mails
Consumers notice personalization, and it often plays a key role on how they interact with transactional and marketing communications. According to InfoTrends’ most recent transactional communications research, personalization increases engagement and loyalty while also improving the effectiveness of direct mail. 29% of respondents noticed personalized offers and another 25% appreciated a personalized experience.
