Leading marketing personalization software company explores how to guide consumers in purchasing decisions and offers insight into why they disengage or opt out of marketers’ lists

Movable Ink, the leading software company powering content personalization for the world’s largest brands, today announced its first annual report: Audience of One: Consumer Expectations and the Power of Personalization. The report looks into how the customer experience is continuously evolving and how brands are utilizing personalization in their marketing communications. The survey, which polled 1,000 U.S. consumers, identifies trends across key demographics from the consumer perspective, including information to help consumers with their buying or purchasing decisions and what leads people to disengage from content.

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Movable Ink’s Audience of One report explores the customer experience and what loyalty means to them amid the evolving marketing landscape. With one in four consumers sharing they will unsubscribe from emails when personalization from a brand is wrong and one in three report having received inaccurate product recommendations – precision proves to be crucial.

Key findings from the report include:

• Over half of consumers (65%) are overwhelmed by the communications they receive from brands.
• One in four consumers will unsubscribe from emails when personalization from a brand is wrong.
• Two-thirds of respondents (68%) will remain loyal to a brand if they’re actively engaging and building personal relationships with them.
• Three in five consumers (61%) say they are likely to buy goods or services when a company has created a personalized experience in their branded content to them.
• One in four consumers will unsubscribe from emails when personalization from a brand is wrong and one in three report having received inaccurate product recommendations.

Methodology

Audience of One: Consumer Expectations and the Power of Personalization report is based on a survey conducted by LEWIS Research on behalf of Movable Ink This research seeks to uncover what information can help consumers in their buying or purchasing decisions and what leads people to disengage. This research identifies trends across key demographics from the consumer perspective. The findings detailed in this report are based on data collected in the study which consisted of 1,000 total responses from consumers in the United States, from May 27, 2021 to June 3, 2021 with a margin of error of +/- 3.1 percentage point.

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