At least one element of Big Data’s potential is finally being realized in email marketing, which is one of the most effective means that brands and marketers have in reaching their audiences. Marketers can now take information gleaned from shopping habits and other preferences and then shape their messaging in order to have a greater impact on potential customers. But how do the customers themselves feel about these changes?
A December 2013 survey of US digital shoppers conducted by Harris Interactive found that the majority of recipients of emails containing personalization drawing from previous shopping behaviors and preferences would be more likely to increase their purchases as a result. In fact, 81% of respondents said they were at least somewhat likely to make additional purchases, either online or in-store, as a result of targeted emails.
Respondents also showed a clear inclination toward receiving more emails, as long as the new correspondence had taken into account past shopping habits. Fully 82% of those polled were at least somewhat willing to handle the increase in messaging, with just 18% indicating that they had no interest.