Consumers want meaningful and personalised experiences , but Rudall explains that it is important to balance this with privacy . “ Ultimately , personalisation isn ’ t possible without data , but companies must ensure it ’ s handled responsibly and used only in ways that customers approve ,” he says . “ In a recent study of UK and US-based consumers , we found that nearly 3 in 4 customers are comfortable with companies using their personal data if they are transparent with how they are using it – and ultimately deliver a rewarding experience through impactful , personalised messaging .”
“ THE FUTURE OF EMAIL MARKETING AND CUSTOMER EXPERIENCE IS EVOLVING TO BE HYPER- PERSONALISED ”
JIM RUDALL HEAD OF EMEA , INTUIT MAILCHIMP
72 April 2024