Location-Based Data is Helping Marketers Personalize the Customer Experience

Marketers have an abundance of data at their fingertips, and new research suggests that those who use location-based information on their customers may improve the outcome of their campaigns.

Lawless Research and Factual recently conducted the “2018 Location-Based Marketing Report” to gauge how marketers are using location-based data to their advantage. Statistics showed that 83 percent of marketers who used location data saw higher response rates, while 83 percent saw more customer engagement. About 85 percent achieved growth in their overall customer base.

The report also discovered that campaign effectiveness increases when location-based data is used to personalize the customer experience. Approximately 91 percent of marketers increased their understanding of audiences with this information, and 87 percent created a positive customer experience. Nearly 84 percent increased campaign effectiveness.

The Benefits of Personalization in Email Marketing

The effectiveness of email marketing campaigns, in particular, has the potential to increase through personalization, according to previous research.

The Relevancy Group and OneSpot recently conducted “The Email Individualization Imperative” report to determine how various strategies have worked for marketers using email. The data showed that marketers had an average open rate of 28 percent for personalized promotional emails and newsletters in the second quarter of 2018. This was compared to 27 percent for the second quarter of 2017, and 25 percent for the second quarter of 2016, marking a year-over-year increase.

“Until recently many senders have treated email as primarily a broadcast channel, loading lists and ‘blasting’ their most popular content to broad swaths of their audience,” wrote the authors of the report. “Some experienced great success with this broadcast approach, but many more learned that by segmenting their audience and then targeting these segments with messaging that was specifically relevant to each group, they could drive higher response rates, and recipients would tolerate a greater volume of overall messaging – a double bonus for senders.”