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Personalized URLs (PURLs) — 15.9 percent
Transpromotional communications — 3.8 percent
The top three metrics that marketers report using to measure the success of personalization: conversion and close rates, e-mail opening and forwarding rates, and Website traffic and page views.
From the Study
Personalized marketing techniques are still in the early stages of being integrated into most companies’ marketing campaigns and budgets. While the need for quantifiable tools for gauging effectiveness and ROI exists, marketers are also lagging on adoption due to the lack of accurate and reliable customer data sources. However, the majority of marketers who have implemented strategic personalized marketing techniques have seen decidedly greater success over traditional mass marketing approaches.