Every now and then, data points jump out at you. Here are two data points about personalization that jumped out at us recently:

• 35% of Amazon's revenue is generated by its recommendation engine.
• 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history. (Accenture)

We live in a world in which we have access to more information than ever. This can be both empowering and paralyzing. When consumers have too many choices, they can get overwhelmed and end up not choosing anything at all.

That’s why personalization is so important. Done right, it helps consumers navigate and simplify the maze of choices and take the stress out of making a decision. With personalization, brands are essentially saying, “We know you. We know what you like. Let’s make this easy.”

Personalized recommendations are just one way data-driven communications can be highly effective, however. Other types of personalization, such as triggered direct mail, demographically targeted email, and personalized cross-sells and upsells are highly effective, as well.

Are you tapping the power of personalization? Do you know what your customers like, when they buy, and what motivates them to buy? If not, you’re missing critical opportunities to connect with them and guide them into smart purchases—yours!

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