According to Evergage’s fourth annual study, “2017 Trends in Personalization,” conducted with Researchscape International, nine of out 10 marketers say their customers expect personalized experiences. The often-cited study also examined how – and how successfully – marketers deliver personalization to their audiences across channels.
The results align with last year’s study – in which email and websites were again the only channels with widespread use of personalization – and with separate research from Econsultancy and RedEye, which also find personalization efforts mainly used for email, with a slight majority also personalizing websites.
Not surprisingly, then, email content (71%) is the area where the most marketers are personalizing experiences, followed by home pages (45%) and landing pages (37%), per this latest report.
Read more at Marketing Charts, Retail Customer Experience, or WDAM.