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Could Detailed Personalization Entice Consumers into Giving Their Email Addresses? This CEO Says Yes

Most companies these days are trying to find ways to entice their customers into sharing as much data with them as possible because of the fact that this is the sort of thing that could potentially end up allowing them to optimize their own product lines and market their wares as widely as possible. However, a recent survey that was conducted by 3radical revealed that the majority of customers, or almost 55% to be precise, are not comfortable with giving brands their email addresses.

With all of that having been said and now out of the way, it is important to note that the CEO of 3radical, Michael Fisher, said that customers are demanding more in depth personalization, and getting this level of personalization might give them a reason to start sharing more of their data. Only about 18% of customers said that they received recommendations that truly seemed personalized, and 65% stated that the offers they received seem completely random and irrelevant thereby making them regret their decision to share their email addresses with brands.

Most customers seem to think that giving a brand their email address will result in them getting a lot of spam, and that is something that can be clearly seen in the results of this survey with all things having been considered and taken into account. 54% of consumers said that the prospect of receiving truly personalized offers might make them more amenable to the thought of sharing their email address, and 51% said that suggestions that could offer them some kind of a benefit would sway their opinion as well.

The main form of personalization that emails from brands tend to have includes little more than using the customer’s first name and referencing past purchases. Brands need to go a lot more in depth if they want customers to feel like giving them their email addresses would have any kind of value. No one likes receiving spam emails, so it makes sense that high levels of personalization would make this seem worthwhile for most consumers that are out there.


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