Email remains the most suitable channel to initiate or develop personalized customer experiences

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New marketing trends, especially in the digital environment, are motivating brands to be more interactive and committed to their customers. And to do so, both strategic processes and communication require a more human and individual approach.

According to a recent Alterian study of marketing professionals, nearly three-quarters of respondents (72%) agreed that email is by far the most important channel and tool for initiating and creating personalized customer experiences, outperforming other channels such as websites (56%), social media (53%) and direct mail (59%).


In this regard, it is worth noting that 9% of respondents africa mobile whatsapp number said they do not use any of the channels mentioned to develop a personalized customer experience. While those who cannot or do not have access to all channels for this purpose recognize their importance.

When asked specifically about email usage, a large percentage of respondents (42.9%) said they segment their audience and send different messages based on this segmentation. However, only 25.7% said they send truly personalized emails based on individual preferences.

Among some of the most relevant conclusions of the report, the feelings of a large majority of respondents are revealed, who consider that when using digital channels as a marketing tool, the effectiveness of brand communication could be at risk in those cases in which a lack of commitment and personalized attention to customers is detected. This implies and explains the true importance of knowing how to direct messages and jointly develop segmented and personalized communication.

Companies will need to redouble their efforts in collecting and using first -party data – data that comes directly from interactions with consumers through their websites, apps and other direct touchpoints. This shift to first-party data will not only allow brands to have greater control over the information they handle, but will also enable them to build more accurate and personalized profiles of their audiences, maintaining consumer trust by not relying on external sources that could be perceived as invasive.