68 Personalization Statistics Every Digital Advertiser Must Keep in Mind

by Ted Vrountas in Advertising, Marketing Personalization This image shows personalization optimization statistics.

By now, if you’re not using personalization to your advantage, you’re in the minority. Advertisers from businesses of all types and sizes have been working — from email to ecommerce — to offer the intimacy and relevance that the technique provides.

If some reason you’re still not sold on personalization, we’ve compiled a list of statistics that prove its effectiveness in ways you may not have imagined.

68 Valuable personalization statistics

Email personalization statistics

  • When only subject line is personalized, emails have an average open rate of 7.4% and a click rate of .4%.
  • When message only is personalized, emails have an average open rate of 18.8% and a click rate of 2.1%.
  • When message and subject line are personalized, emails have an average open rate of 5.9% and a click rate of .2%.
  • The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively.
  • Personalized emails deliver six times higher transaction rates.
  • 70% of brands fail to use personalized emails.
  • Some brands have recorded an 8x improvement on click-through rates with a personalized video versus standard outbound email campaigns.
  • 50% of companies think that an increase in personalization can improve email interaction among subscribers.
  • When an email is not personalized, 52% of customers say they’ll find somewhere else to go.
  • 82% of marketers have reported an increase in open rates through email personalization.
  • 75% of marketers believe personalization yields higher click-through rates.
  • Compared to non-personalized mailings, personalized promotional mailings have 29% higher unique open rates.
  • Compared to unpersonalized mailings, personalized promotional mailings have 41% higher unique click rates.
  • Brands that personalize promotional marketing emails experience 27% higher unique click-through rates.
  • Brands that personalize promotional marketing emails earn 11% higher open rates than those that don’t personalize.
  • Personalized subject lines produce 65% open rate to the travel industry.
  • 74% of marketers said that targeted messages and personalization of emails improves customer engagement rates.
  • Segmented personalized automated email messages average 46% higher open rates than normal marketing messages.
  • Personalized emails deliver 6x higher transactional rates.
  • Segmented, targeted, and personalized emails generate 58% of all revenue.
  • Personalized email marketing generates a median ROI of 122%.
  • 65% of email marketers say dynamic content is their most effective personalization tactic.
  • 60% of marketers say real-time data in email is either ‘effective’ or ‘highly effective’
  • 58% of marketers say that machine learning is either effective or highly effective at driving email personalisation.
  • Organizations using email personalization generate 17% more revenue through their campaigns than the average marketer.
  • 32% don’t like personalized messages from brands because they feel like an invasion of privacy.
  • 28% of people said they don’t like it when companies have their information without them explicitly providing it first.

Website personalization statistics

  • 74% of customers feel frustrated when website content is not personalized.
  • In-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.
  • Personalized homepage promotions influenced 85% of consumers to buy while personalized shopping cart recommendations influenced 92% of shoppers online.
  • More than half of consumers (57%) are okay with providing personal information (on a website) as long as it’s for their benefit and being used in responsible ways.

Digital advertising personalization statistics

  • 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand.
  • By 2020, 51% of consumers expect that companies will anticipate their needs and make relevant suggestions before they make contact.
  • 88% of U.S. marketers reported seeing measurable improvements due to personalization, with more than half reporting a lift greater than 10%.
  • 63% of respondents are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly.
  • If they get personalized offers or discounts, 63% of millennials, 58% of Gen Xers, and 46% of Baby Boomers are willing to share personal information with companies.

Ecommerce personalization statistics

  • 80% of shoppers are more likely to buy from a company that offers personalized experiences.
  • On average 71% of consumers express some level of frustration when their shopping experience is impersonal.
  • 44% of consumers say that they will likely become repeat buyers after a personalized shopping experience with a particular company.
  • Marketers see an average increase of 20% in sales when using personalized experiences.
  • 59% of customers say that personalization influences their shopping decision.
  • 54% of executives committed to personalization report that they exceeded annual revenue targets compared to only 15% of those not as committed to the tactic.
  • 40% of executives say their customer personalization efforts have directly affected sales and profits in channels like ecommerce.
  • 31% of consumers say they wish their shopping experience was far more personalized than it currently is.

Content personalization statistics

  • Individual customer stakeholders who perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders who didn’t.
  • Lack of content relevancy generates 83% lower response rates in the average marketing campaign.
  • 78% of U.S. Internet users said personally relevant content from brands increases their purchase intent.
  • 87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand.
  • 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant.

B2B and B2C personalization statistics

  • 81% of consumers want brands to get to know them and understand when to approach them and when not to.
  • 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
  • 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
  • When asked to prioritize one capability that will be most important to marketing in the future, one-third of marketers answered: “personalization.”
  • The biggest challenges with personalization are gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%).
  • 94% of customer insights and marketing professionals across multiple industries said personalization is “important,” “very important,” or “extremely important” for meeting their current marketing objectives.
  • For 66% of marketers, one of the big struggles with personalization is securing internal resources to execute personalized marketing programs.
  • 79% of organizations that exceeded revenue goals have a documented personalization strategy.
  • Smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%.

Mobile personalization statistics

  • 48% of people say it’s generally acceptable for companies to use their purchase history to deliver personalized offers via mobile so long as they can be opted in and out of.
  • 41% of people say it’s acceptable for businesses to use their purchase history to deliver personalized offers via mobile so long as the offers are related to their history with the business.
  • 66% of people get frustrated when a company’s shopping cart isn’t connected to its mobile app.

Retail personalization statistics

  • 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, OR knows their purchase history.
  • Only 39% of retailers send personalized product recommendations via email.
  • Less than 10% of tier 1 retailers believe they are highly effective at personalization, and nearly one-third report having limited or no capability to support personalization efforts.
  • 7% of people say they would be likely to engage with a birthday email sent by a retailer.
  • 8% of people say they would be encouraged to engage with a retail brand if they were addressed by first name.
  • 54% of shoppers anticipate a personalized discount within a day of sharing their information with a retailer
  • 32% of shoppers expect a personalization discount within just an hour of sharing their information with a retailer.


As evidenced by the stats above, personalization can no longer be considered a luxury, an add-on, a bonus for marketers. It’s a chunk of the foundation of modern advertising.

Regardless of what you sell, how you sell it, or what business you belong to, personalization should be a major part of your marketing strategy. Learn more about how to use it to your advantage with the Instapage Digital Personalization Guide.


Email personalization

  • https://www.statista.com/statistics/260678/e-mail-open-click-rates-personalization/
  • https://www.hubspot.com/marketing-statistics
  • http://marketingland.com/study-70-brands-personalizing-emails-missing-higher-transaction-rates-revenue-73241
  • https://marketingland.com/5-ways-use-personalized-video-next-marketing-campaign-193064
  • https://www.edq.com/globalassets/white-papers/email-data-quality-trends-report.pdf
  • https://www.salesforce.com/blog/2017/08/personalize-every-email.html
  • https://www.adestra.com/resources/the-state-of-digital-personalisation-in-2016/
  • https://www.invespcro.com/blog/email-marketing-statistics/
  • https://www.prnewswire.com/news-releases/new-insight-from-experian-marketing-services-helps-brands-prepare-for-the-holiday-season-300318022.html
  • https://econsultancy.com/reports/the-realities-of-online-personalisation-report
  • https://dma.org.uk/uploads/ckeditor/National-client-email-2015.pdf
  • https://www.emarketer.com/Article/Email-Continues-Deliver-Strong-ROI-Value-Marketers/1014461
  • https://pages.onespot.com/2017-06-Relevancy-Group-Email-Whitepaper-LP.html
  • https://www.prnewswire.com/news-releases/survey-despite-privacy-concerns-consumers-will-share-personal-data-if-it-saves-money-or-resolves-customer-service-issues-300440038.html

Website personalization sources

  • http://www.evergage.com/blog/consumers-want-personalization-stats-roundup/
  • http://www.cmo.com/features/articles/2015/2/18/mind-blowing-stats-personalization.html#gs.h=mX5g0
  • https://www.business2community.com/marketing/10-surprising-stats-personalization-01791432#M7UP7gMEHj4QOfXm.97
  • http://www.janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/

Digital advertising personalization sources

  • https://www.prnewswire.com/news-releases/consumers-to-brands-the-louder-you-scream-the-less-we-care-300102426.html
  • https://www.salesforce.com/blog/2016/12/consumers-want-more-personalized-marketing.html
  • http://www.evergage.com/blog/press/new-evergage-study-shows-compelling-personalization-benefits/
  • https://www.prnewswire.com/news-releases/crowdtwist-consumer-loyalty-study-shows-87-of-gen-z-consumers-want-omnichannel-loyalty-programs-300729728.html

Ecommerce personalization sources

  • https://us.epsilon.com/
  • http://grow.segment.com/Segment-2017-Personalization-Report.pdf
  • http://info.forbes.com/rs/790-SNV-353/images/ARM-TreasureData_REPORT-FINAL-WEB.pdf
  • https://www.infosys.com/newsroom/press-releases/Documents/genome-research-report.pdf

Content personalization sources

  • https://hbr.org/2015/03/making-the-consensus-sale
  • https://www.monetate.com/blog/constellation-research-declares-ai-driven-personalization-the-answer
  • https://marketinginsidergroup.com/content-marketing/content-marketing-personalization-imperative/
  • https://www.onespot.com/tools-resources/2017-year-content-personalization-heres-why/

B2B and B2C personalization statistics

  • http://www.evergage.com/blog/consumers-want-personalization-stats-roundup/
  • http://www.conversantmedia.com/press-release/marketers-disclose-personalization-opportunities-and-challenges-new-study
  • http://www.monetate.com/assets/products/docs/PersonalizationDevelopmentStudy.pdf

Mobile personalization statistics

  • https://www.statista.com/statistics/795207/us-consumer-view-purchase-history-based-mobile-shopping-recommendations/

Retail personalization statistics

  • https://econsultancy.com/12-stats-that-prove-why-personalisation-is-so-important/

The role of personalization in conversion optimization is paramount—by catering experiences to individual preferences, businesses can elevate engagement levels and ultimately enhance their conversion rates. Start creating tailored landing pages and campaigns that effectively resonate with your target audience, paving the way for improved outcomes in the realm of conversions. Sign up for an Instapage 14-day free trial today.

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Ted Vrountas

by Ted Vrountas

Ted Vrountas is a Content Writer specializing in psychology and persuasive copywriting. His expertise spans digital advertising, landing pages, and humanizing marketing industry jargon.

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