MoEngage’s latest report highlights why email personalization is the need of the hour

MoEngage’s latest report highlights why email personalization is the need of the hour

Dubai: MoEngage, a customer engagement platform, has released a “State of Personalization Report” covering how retail brands in the Middle East and Africa can use the power of personalization in their email communication to enhance their engagement metrics.

Customer expectations have been ever-evolving, and there is a visible shift in their shopping/buying behavior. Almost 52% of consumers prefer buying groceries online, and 90% of consumers will continue to shop online.

Therefore, it becomes imperative for brands to understand the consumer trends and act accordingly. Additionally, as interactions become frequent, brands will move beyond first name personalization and dig deeper into their data pool to identify insights to drive communications.

To supplement the above points, this well-timed report also highlights how marketers and brands are responding to this ever-changing customer demand with focus on personalization. MoEngage took a survey of 1000+ executives from the region to understand the investment trends in the martech stack.

Some of the key findings from the survey are:

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52% of brands are investing more in their martech stack to drive personalization

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66% of marketers are looking towards enhancing their email personalization capabilities

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While email remains the most frequently used touch point, social media is catching up.

The highlight section of the report includes two