A new report finds that nine out of ten marketers need help improving their personalisation strategy.

By MediaStreet Staff Writers

Personalisation is a good strategy for engaging consumers of all ages, BUT younger consumers find it especially important. Nearly half of centennials, age 18-21, (45 percent) and millennials, age 22-37, (49 percent) make purchases because of the level of personalisation within a brand’s email content, meaning that personalisation translates into revenue

This is according to a new study, which shows that two in five marketers don’t tailor their initiatives to audiences of different age groups. So, marketers potentially miss out on substantial engagement opportunities as consumers demand more customised content.

The report found that just 11 percent of marketers claim they can personalise all content. The study also found about only 27 percent can execute basic personalisation tactics, such as using a customer’s name or birthday. Another 26 percent can personalise based on browsing or purchase history, but say it’s tedious to do so. And 17 percent of marketers state they cannot personalise content because they still have trouble collecting and analysing data.

“Personalisation isn’t limited to a customer’s name; and marketers who go beyond this simple data point in order to customise communications will reap the benefits,” said Michael Fisher, president of Yes Lifecycle Marketing. “Marketers should tailor content to their customers’ habits and demographics. Fairly easy-to-implement adjustments, such as triggered campaigns and lifecycle messaging, will go far.”

Of the brands that personalise content based on age, two-thirds do so via email. Social media (38 percent) and website (35 percent) are the three channels that marketers are most likely to personalise content based on age.

“The takeaway from the data is obvious: consumers want marketers to personalise content based on their individual characteristics and attributes, and marketers still struggle to do so,” said Michael Iaccarino, CEO and chairman of Infogroup. “To alleviate personalisation woes, marketers need a partner that can help them enhance and leverage their customer data in order to improve personalisation, and as a result, increase revenue.”

Additional findings from the report include:

  • Less than a quarter of marketers personalise display (24 percent) or direct mail (23 percent) content based on customer age.
  • Driving revenue (40 percent), acquiring new customers (24 percent), and engaging customers (17 percent) are the three biggest priorities for marketers heading into 2018.
  • Only 16 percent of marketers believe millennials are most influenced to purchase by the email channel; yet 67 percent of millennials report finding email valuable when researching products.

To learn more about how marketers can personalise content by age, download the full report here.