January 9th, 2018 by Sam Del Rowe

Just 11 percent of marketers claim that they can personalize all content in real time, according to a study from Yes Lifecycle Marketing.

The report yielded a number of other findings that suggest that marketers have substantial room for improvement when it comes to personalizing their efforts. 27 percent of marketers can execute basic personalization tactics, such as using a customer’s name or birthday. Another 26 percent can personalize based on browsing or purchase history, but say that doing so is tedious. Additionanlly, 17 percent stated that they cannot personalize content because they have trouble collecting and analyzing data.

The report also found that two in five marketers don’t tailor their initiatives based on age. Doing so is especially important when engaging with younger consumers, as 45 percent of centennials (ages 18 to 21) and 49 percent of millennials (ages 22 to 37) make purchases based on the level of personalization in a brand’s email content.

“Personalization isn’t limited to a customer’s name; and marketers who go beyond this simple data point in order to customize communications will reap the benefits,” Michael Fisher, president of Yes Lifecycle Marketing, said in a statement. “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.”

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