MANY ONLINE SHOPPERS FEEL THAT MANY SO-CALLED PERSONAL COMMUNICATIONS ARE REALLY JUST MASS MARKETING MESSAGES MADE TO LOOK PERSONAL

Those in the direct mail industry have long appreciated the power of personalisation in targeted communications. ‘The Art of Personalisation – Keeping it Relevant, Timely and Contextual’ (The Periscope Study by McKinsey) reveals that just over half of UK adults have signed up for personalised messages – delivered via SMS, email or social media.

The study looked at how shoppers in the UK, USA, France and Germany respond in practice to personalisation:

  • 52% of UK respondents said they ‘often’ or ‘sometimes’ sign up for personalisation
  • The figure for the USA was 55%, with 46% in Germany and 44% in France.

However, many shoppers said that they still felt they were receiving mass marketing messages, rather than ones created with them in mind. The feeling was most pronounced amongst French respondents (47%) followed by the UK (42%), Germany (40%) and the USA (36%).

  • Popular messages in all four markets were updates on product availability and/or price, cited by shoppers in France (44%), Germany, the UK and USA (all 42%).
  • Getting messages from companies they didn’t know was the top complaint for USA (41%) and German shoppers (39%).

“This year’s findings represents a very clear learning point for retailers and brands – taking personalisation efforts to the next level represents a significant opportunity to drive up consumer engagement,” said Lars Fiedler, partner and senior solution leader marketing solutions at Periscope By McKinsey.