Weekly Commercial Message Consumption Frequency [CHART]
While very few marketers would dispute the effectiveness of personalization, there are still barriers to being able to personalize at scale, namely the time and cost involved in creating personalized content.
A recent survey of more than 1,000 US consumers from Periscope by McKinsey shares some insights on personalized messages and what consumers think of them.
Retailers and brands are sending out a lot of messages to consumers. More than one-third (36%) of US consumers estimate receiving upwards of 50 commercial emails per week, including almost one-fifth (18%) who believe they receive more than 100.
Respondents estimate that they open and read about one-third (32%) of the emails they receive – a figure above the 24% average email read rate reported by Return Path.
Text messages, on the other hand, seem to have a better response rate: respondents report opening and reading an estimated 42% of the commercial text messages they receive.
That may be a reflection of fewer messages on that platform, as two-thirds estimate receiving 20 or fewer commercial SMS/text messages each week, including 1 in 5 not receiving any. Read the rest at Marketing Charts.