Studies consistently show that personalization works, but you have to get it right. Get it wrong, and customers will move on.

This comes from Accenture’s “13th Annual Strategy Global Consumer Pulse Research,” which surveyed more than 25,000 consumers around the world. Accenture found that 41% of U.S. shoppers said they have disengaged with a company because of “poor personalization and lack of trust.”

The cost to U.S. retailers is staggering: $756 billion in lost retail and brand sales.

Fortunately for print marketers, “poor personalization” tends to be associated with digital marketing rather than direct mail. Digital marketing can seem like a stalker — […]