A New Survey of 2,000 Consumers in North America Reveals that 41% Would Like to Hear From Brands Weekly—and 32% Say They Will Shop Elsewhere if Brands Send Them Irrelevant Messages.

MoEngage, the insights-led customer engagement platform, today revealed the results of a new survey focused on consumers’ expectations of how brands leverage hyper-personalised emails to interact with them. The report, The Personalisation Pulse Check Report 2024, polled 2,000 consumers across North America to learn more about the kinds of messages customers expect to receive from their favourite brands, how often, and which engagement channels they prefer. The results underscore deeper hyper-personalisation’s increasing role in engaging customers and fostering long-term loyalty.

It reveals that consistent, relevant messaging across multiple channels was the number one challenge for consumer brand marketers. This year’s report shows that customers prefer to hear more frequently from brands than previously believed, provided that the messages brands send them are hyper-personalised with relevant offers, discounts, or loyalty rewards. 41% of North American consumers surveyed said that they wish to receive regular updates from their favourite brands, and 58% of consumers are frustrated with brands that offer generic and inconsistent messaging.

Hyper-personalised emails

Finding the solution to winning customer loyalty can be daunting for brand marketers. To do it well, marketers need to leverage customer data based on prior browsing and shopping behaviour to inform their customer engagement strategies. Consumers are making it clear what they want and expect from brands. It’s up to marketers to deliver that experience to keep them coming back.

Overall, there are still more improvements brands must make to ensure they are delivering a consistent, hyper-personalised experience for consumers. According to the research, 31.9% of consumers are frustrated by brands that send too frequent or too few communications. Most consumer frustration stems from a lack of strategic customer engagement. Additionally, the research found:

• 32.3% of consumers choose one brand over another if the communication is unrelated to their current shopping behaviour
• 53.6% of consumers interact more than three times with a brand before buying from them
• 56% of consumers want a curated shopping experience
• 66% of consumers are comfortable or slightly comfortable with sharing their data in exchange for hyper-personalised emails.

The report also sheds light on:

• Attributes that delight consumers about a brand experience
• Factors that lead consumers to choose one brand over another
• Leading indicators of the number of engagement touchpoints and preferred channels of engagement before buying
• Viewpoints of sharing personal data in exchange for hyper-personalised emails

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