Personalization Paradox: Balancing Clear, Immediate Value Without Being Intrusive

Effective personalization was never just about asserting how you totally know that consumer’s name and can send out an email with that name in the headline.

In fact, as Cordial says in its latest report on personalized marketing, consumers “increasingly reject tactics that feel like surveillance, showing how privacy expectations are changing in unexpected ways.”

38% of consumers say they’re influenced by product recommendations based on their previous purchases (down from 62% last year) and 23% find recommendations based on their browsing history to be effective (down from 33% last year).

(Source: Cordial)

“The data reveals a clear shift in consumer preferences toward more subtle forms of personalization that provide immediate value without feeling intrusive,” the report says. “While consumers still appreciate personalization that provides clear value (discounts, relevant offers), they’re growing more selective about which types they respond to positively.”

Of the personalization methods seeing gains, the report points to social media activity, location-based marketing, and demographic-based marketing. Cordial says the most successful strategies moving forward “will likely be those that:’

• “Provide clear, immediate value” such as discounts
• “Feel contextually appropriate”
• “Respect consumer boundaries”
• “Leverage behavior signals without being creepy”
• “Balance convenience with privacy”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: