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Is Investing in Data-Driving Messaging Worth It?

Still on the fence about investing in data-driven messaging for your print campaigns? It takes additional time and expense to develop marketing databases, create customer profiles, and develop messaging for personalized communications. Is it worth it?

To answer this question, let’s take a look at some new data from Epsilon:

  • 90% of consumers see personalized communications as “somewhat” or “very” appealing.

  • 80% of consumers say they are more likely to do business with a company that offers personalized experiences.

  • 75% of consumers say it is “very cool” when they receive personalized offers.

Epsilon also found that consumers are very willing to provide personal information when it will be used for personalized offers, product recommendations, and discounts. More than two-thirds (68%) said: “it is worth giving my personal information to a company” in exchange for these benefits.

Do consumers feel confident that their personal information is secure? More than half (57%) say yes.

Consumers not only desire personalized experiences, but they do so because they expect those experiences to provide them with tangible benefits—and they are willing to trade some of their privacy to get them.

So is personalization worth it? Consumers certainly seem to think so. How about you?

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