A survey conducted in 2022 studied the ideas and behaviors of over 300 marketers. This survey concluded that the majority of marketers actually feel as though sending their clientele irrelevant messages could have some benefit. Unsurprisingly, 63% of consumers interviewed stated that they didn't like receiving contact in regards to irrelevant messages. A successful marketer should not just meet their client base with information (relevant or irrelevant), but they should also be engaging in meaningful interactions that help them get a feel for their customer's intended goals.
- Lack of zero-party data - info provided directly from the customer - can cause customer disengagement.
- Personalization requires a holistic view of the customer, using data from multiple sources.
- Personalization has to go beyond using a customer name in an email to providing actual suggestions and help.
"A 2022 survey of 323 marketers shows that 4 out of 10 marketing leaders think it’s “positive” to send irrelevant messages to customers."