While some respondents reported a significant boost in certain metrics as a result of personalization, results as a whole showed much room for improvement. Email open rates, return visits and site visitors saw the biggest lifts from personalization, with more than six in 10 respondents reporting at least some increase in each. Downloads and app installs had the biggest room for growth, while around half of respondents saw every other metric increase by some extent due to personalization. And in a sign that many had just begun personalization efforts, a plurality of respondents said it was too early to tell its effect on each metric.
When the study asked marketers about their primary business objective when using personalization, respondents were most likely to say reaching more prospects, cited by nearly four in 10. Increasing conversions and sales trailed by 14 percentage points, while increasing retention/decreasing churn (16%), increasing qualified leads (12%), and reducing acquisition costs (10%) grabbed smaller shares.