Harris Interactive recently conducted a survey to see if email recipients like or dislike having their marketing emails personalized based on their past shopping behavior. Big Data has enabled marketers to really customize marketing email based on all of a users preferences and past behavior. Harris Interactive set out to find out how users felt about the experience. In short, they like it.
56% of users indicated that they were somewhat more likely to purchase more products after receiving personalized emails about products. The results also suggested that consumers are open to receiving a greater quantity of email assuming the email contained more personalized data based on past behavior.