That’s according to a new study entitled ‘Personalised Marketing and Real Time Data’ by noted marketing industry analyst David Daniels of The Relevancy Group.

The study showed that marketers who ‘orchestrate’ their campaigns by delivering highly personalised messages via multiple messaging channels at precisely synchronised intervals can achieve nearly four times the revenue and six times the ROI of marketers who use less sophisticated approaches.

According to Daniels, "It's not surprising that consumers react more positively to those messages that are relevant and coordinated across channels. What is surprising is how little marketers use this tactic to its fullest, especially when the return is so high."

Other key findings include:

• Marketers who embrace segmentation and personalisation experience fewer challenges and greater results than those who don't.

• 10% of consumers who receive relevant marketing emails share them on their social networks on a regular basis, a number that is as high as 22% with consumers in younger demographic segments.

• Contrary to common logic, the messages in most e-mail marketing efforts are far less personalised than offline direct mail messages.

• The majority of marketers have not integrated the disparate array of customer data sources into a centralised database for direct marketing purposes.

• Only 25% of direct marketers embrace essential testing tactics, such as control versus lift and multi-variant analysis.

"Smart marketers want to use every tool at their disposal to improve customer engagement and activation rates. They need the message to be relevant and the consumer to be willing to hear the message," according to Mark Mandell, founder and CEO of Intelisent, the company which funded the study.

Access the full ‘Personalised Marketing and Real Time Data’ study.

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