Why Personalized Messaging
is the New Black

By Max Wickel
July 7th, 2022
As B2B sales shift to digital platforms, the data generated from digital activities provides a valuable resource for personalized messaging. Now personalized messaging has become so ubiquitous, 92% of marketers surveyed by Evergage report that customers and prospects expect a personalized experience. The return on investment for B2B companies that commit resources to optimize personalization contributes to the proliferation of personalized messaging. According to Liveclicker, companies that leverage advanced personalization enjoy a return of $20 for every $1 spent. Here we review the impact of personalized messaging on, Email Marketing, Website Content, and Digital Advertising.

Personalized Messaging for Email Marketing

Using personalized messaging for email marketing seems like an obvious first step toward creating personalized experiences given consumer expectations. But still, Martech finds that 70% of brands don’t use personalized messaging in emails. The following statistics reveal why Hubspot describes personalized messaging as the number one tactic for driving email engagements.

1. According to Campaign Monitor, personalizing email subject lines improves open rates by 26%.
2. Social Media Today revealed that 52% of customers will look elsewhere if an email is not personalized.
3. Hubspot reports that personalized calls to action convert at a rate 202% higher than emails featuring non-personalized calls to action.
4. 96% of companies agree that personalized messaging can improve email marketing performance in a research study conducted by Social Media Today

Evidently personalized messaging in email marketing increases engagement which translates to revenue growth. But personalization should not be sacrificed when the recipient moves from their inbox to the company’s website. Extending personalized messaging into website experiences capitalizes on the interest generated by email marketing.

Website Content Personalization

Advancements in data analytics facilitate personalized messaging as an opportunity moves from email marketing to a company’s website. Personalizing messaging and experiences for users visiting a company’s website requires more advanced personalization tools, but the statics here reveal how those capabilities impact marketing goals:

1. Instapage found that 74% of consumers are frustrated when served website content that doesn’t feature personalized messaging
2. Instapage also found that marketers using personalized messaging on website content reported an average 19% uplift in sales.
3. Hubspot reports that personalized calls to action convert at a rate 202% higher than emails featuring non-personalized calls to action.
4. 90% of U.S. consumers tell Statista they find personalized messaging on website content appealing

Companies can begin creating personalized experiences by leveraging email tokenization. For more on email tokenization and strategies to improve email marketing engagement, find our three-part series, “The Seven Best Ways to Grow Email Marketing Engagement” on our blog page here. Once users have visited a company’s website, companies can combine the information from those sessions with other data resources to produce personalized paid advertising.

Personalized Advertising Campaigns

Although 35% of consumers report to Accenture that receiving retargeting ads on social media for a recently visited website can be off-putting, personalized paid advertising affects a ten times higher click-through rate than non-personalized paid advertising. A study by the Harvard Business Review found that the disconcerted sentiment toward highly personalized paid advertising assuages when ads disclose they are triggered by on-site activity. Salesforce further substantiates the value of personalized paid advertising with this report revealing that 59% of consumers say personalized messaging that references past interactions is very important to winning their business.  

While the advantages of personalized messaging are evident for email marketing, website content, and digital advertising, companies run into challenges when implementing personalized messaging.

How Aptivio Helps Companies Overcome
Barriers to Personalized Messaging

40% of marketers tell Experian their biggest challenge with personalization is linking to data-related technologies, while 34% struggle with poor data quality. Aptivio’s TargetAI module connects billions of data points to illustrate the purchasing intent of opportunities, enabling marketing teams to overcome personalization challenges. Learn more about TargetAI on our website here and schedule a demo with one of our product experts here. Discover how Aptivio’s all-in-one AI-powered revenue growth platform is built for the future of B2B sales on our blog page here.