Study: Personalized messages drive loyalty, sales
Generic marketing message are a big turn-off to consumers.
Most (81%) consumers say they ignore irrelevant marketing messages and will actively disengage if messages aren't relevant, according to a report from AI-powered mobile marketing firm Attentive. On- in-four consumers say they are less likely to purchase after receiving a generic marketing message. Seventy-one percent are frustrated by irrelevant messages.
On the other hand, 96% of consumers say they're likely to purchase when brands send personalized messages. Also, 77% say they're likely to purchase from a brand when they get relevant product recommendations (83% for millennials).
In other findings, while privacy remains a concern, privacy-conscious consumers still expect brands to personalize their experiences. Nearly all (99.6%) consumers are willing to share some form of personal data in exchange for relevant incentives, and 71% want brands to learn from their shopping habits over time.
Among “privacy-conscious” consumers, 52% want control over their data and 52% want control over their data. Thirty-eight percent are unsure what brands are doing with their data.
“Privacy behaviors can make personalization a challenge for marketers, but they're also an opportunity to build trust," Attentive said. "By providing consumers with transparency and control over their data usage, brands can still deliver the personalized experiences they want.
Other insights from Attentive’s “2025 Consumer Trends Report: The State of Personalized Marketing” are below.
- Finding products easily is the No. 1 factor that would most improve consumers’ shopping experience.
- Gen Z is more likely to engage with event invitations, brand values, and behind-the-scenes content compared to other generations. Millennials enjoy these types too, but also engage with product care and styling tips, brand initiative updates and opportunities to share feedback more than other generations.
- Baby boomers prefer practical content like product launches, recommendations, and customer reviews.
The study identified three key factors that drive customer loyalty to a brand, with “they remember my preferences” the No. 1 reason (66%), followed by “they make relevant product suggestions (52%) and “they remember my past interactions (47%).
"The data is clear and consumers want more relevant, personalized experiences, and brands that deliver will see the results,” said Keri McGhee, CMO at Attentive. “With AI-driven personalization and RCS [rich communication services]-powered messaging, brands now have the tools to create truly 1:1 interactions that elevate the customer experience and build lasting loyalty.”
