Personalization Statistics 2026: Email, Revenue, Privacy and AI
93.2% of marketers said personalised or segmented experiences led to more leads and purchases in 2026, according to HubSpot. But only 12.6% use hyper-personalisation, and in the UK the share of segmented and dynamic-content emails has slipped since 2021, according to the DMA. Customers are split. Gartner found 53% had a negative experience from personalised marketing, and YouGov found 54% of Americans say personalised ads creep them out.
Key statistics
- 93.2% of marketers said personalised or segmented experiences led to more leads and purchases in 2026, according to HubSpot.
- Email campaigns were the top channel for content personalisation among B2B marketers in 2025, cited by 85%, according to the Content Marketing Institute.
- Automated emails were 2% of email sends but generated 30% of email revenue for Omnisend brands in 2025, according to Omnisend.
- 53% of customers had a negative experience from personalised marketing in 2024, according to Gartner.
- 54% of Americans agreed that personalised ads creep them out in a December 2024 to January 2025 survey, according to YouGov.
Email personalization statistics
Email is where most marketers personalise first. The best trend data comes from the UK DMA, which asks marketers what share of the emails they send falls into each type, and compares 2026 with 2021.
Email is the default channel for personalisation. Email campaigns are the top channel for B2B content personalisation, cited by 85%, far ahead of social media at 34% and websites at 33%, according to the Content Marketing Institute.
In the UK, the more tailored kinds of email are not growing. Segmented emails fell from 28% to 26% of sends between 2021 and 2026, and dynamic-content emails from 23% to 22%. The DMA says personalisation has quietly regressed. Bulk sends still make up 33% of emails.
Automation is where the growth went. Automated emails rose from about 25% to 34% of sends, a 36% increase. AI-driven emails appear for the first time at 19%. Tracking is a worry too. 64% of UK marketers think personalisation will suffer if tracking is restricted. For how a physical channel compares on targeting and response, see our direct mail marketing statistics.
Source: DMA Marketer Email Tracker 2026. 2021 automated share calculated by StatisticsGlobal.
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Email campaigns were the top channel for content personalisation among B2B marketers in 2025, cited by 85%, according to the Content Marketing Institute.
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Emails with dynamic content made up 22% of the emails UK marketers sent in 2026, down from 23% in 2021, according to the DMA.
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Segmented emails made up 26% of the emails UK marketers sent in 2026, down from 28% in 2021, according to the DMA.
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Automated emails made up 34% of the emails UK marketers sent in 2026, up 9 percentage points since 2021, according to the DMA.
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Bulk sends made up 33% of the emails UK marketers sent in 2026, according to the DMA.
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AI-driven emails made up 19% of the emails UK marketers sent in 2026, the first year the DMA measured them, according to the DMA.
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64% of UK email marketers were concerned that personalisation would suffer if tracking is restricted in 2026, according to the DMA.
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The share of UK emails that were automated grew by 36% between 2021 and 2026, from 25% to 34%, calculated by StatisticsGlobal from DMA data.
How we calculated it: 2021 share = 34% minus the 9 percentage point rise = 25%. Growth = (34 - 25) / 25 = 36%.
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The share of UK emails that were segmented fell by 7.1% between 2021 and 2026, from 28% to 26%, calculated by StatisticsGlobal from DMA data.
How we calculated it: (28 - 26) / 28 = 7.1% relative fall. Dynamic content fell (23 - 22) / 23 = 4.3% over the same period.
| Email type | 2021 | 2026 | Change (points) |
|---|---|---|---|
| Automated | 25% (calculated) | 34% | +9 |
| Bulk sends | not given | 33% | n/a |
| Segmented | 28% | 26% | -2 |
| Dynamic content | 23% | 22% | -1 |
| AI-driven | not measured | 19% | new category |
Personalization impact on revenue and conversions
Most claims about personalisation paying off come from marketers' own views. Platform data on triggered, behaviour-based emails is a harder test.
93.2% of marketers in HubSpot's 2026 survey said personalised or segmented experiences led to more leads and purchases. That is a self-report. It shows belief, not measured lift.
Omnisend's platform data is closer to a measurement. Automated emails, such as abandoned cart, welcome and back-in-stock messages, were 2% of sends but 30% of email revenue in 2025. That is 15 times more share of revenue than share of sends. Each automated email earned $2.87, against $0.18 for a scheduled campaign.
Automated is not the same as personalised. These emails are triggered by what a shopper did, which is a strong form of relevance, but they also reach people at a moment of high intent. Abandoned cart and welcome emails alone drove 76% of automation orders. Some of that revenue would have come anyway.
Gartner adds a twist. Customers who saw personalisation in a recent purchase were 1.8 times more likely to pay a premium. They were also 2 times more likely to feel overwhelmed by information.
Source: Omnisend 2026 Ecommerce Marketing Report.
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93.2% of marketers said personalised or segmented experiences led to more leads and purchases in 2026, according to HubSpot.
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Automated emails were 2% of email sends but generated 30% of email revenue for Omnisend brands in 2025, according to Omnisend.
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Each automated email earned $2.87 per send in 2025, compared with $0.18 for scheduled campaigns, according to Omnisend.
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Automated emails had 19 times higher conversion rates than scheduled campaigns for Omnisend brands in 2025, according to Omnisend.
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Abandoned cart and welcome emails drove 76% of all automation-generated orders for Omnisend brands in 2025, according to Omnisend.
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An automated email earned $2.69 more per send than a scheduled campaign for Omnisend brands in 2025, calculated by StatisticsGlobal from Omnisend data.
How we calculated it: $2.87 per automated email - $0.18 per scheduled campaign email = $2.69. Ratio $2.87 / $0.18 = 15.9, in line with the 16x Omnisend reports.
| Measure | Automated emails | Scheduled campaigns |
|---|---|---|
| Share of email sends | 2% | 98% (remainder) |
| Share of email revenue | 30% | 70% (remainder) |
| Revenue per send | $2.87 | $0.18 |
| Conversion rate | 19 times higher | baseline |
How far marketers take personalization (B2B vs B2C)
Nearly every marketer says they personalise. Few go beyond the basics. The Content Marketing Institute covers B2B marketers. HubSpot covers B2B and B2C marketers together.
89% of B2B marketers say their organisation personalises content. But 59% call it basic, in one or two channels with little integration. Only 6% rate it extensive or comprehensive. CMI puts it bluntly. Many add a first name to an email and call it personalisation.
Website personalisation lags email. B2B marketers are 2.6 times as likely to personalise email campaigns as websites or landing pages.
HubSpot's mixed B2B and B2C sample shows the same pattern. 93.2% believe personalisation lifts results, but only 12.6% use hyper-personalisation such as behaviour-based messages or product recommendations. That is a gap of 80.6 points between belief and practice.
Data is the likely brake. 65% of marketers say their audience data is high quality, the same as a year earlier. 69.2% say they can use customer data to personalise well.
Source: Content Marketing Institute, B2B Content and Marketing Trends: Insights for 2026.
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89% of B2B marketers said their organisation personalises content in 2025, according to the Content Marketing Institute.
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59% of B2B marketers described their personalisation as basic, in only one or two channels, in 2025, according to the Content Marketing Institute.
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5% of B2B marketers described their personalisation as extensive and 1% as comprehensive in 2025, according to the Content Marketing Institute.
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33% of B2B marketers personalised websites or landing pages in 2025, according to the Content Marketing Institute.
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B2B marketers were 2.6 times as likely to personalise email campaigns as websites or landing pages in 2025, calculated by StatisticsGlobal from Content Marketing Institute data.
How we calculated it: 85% personalise email campaigns / 33% personalise websites or landing pages = 2.58.
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12.6% of brands used hyper-personalisation, such as behaviour-based messaging or product recommendations, in 2026, according to HubSpot.
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69.2% of marketers said they could use customer data effectively to create personalised experiences in 2026, according to HubSpot.
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65% of marketers said they had high-quality audience data in 2026, unchanged on the year, according to HubSpot.
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The share of marketers who say personalisation lifts leads and purchases was 80.6 points higher than the share using hyper-personalisation in 2026, calculated by StatisticsGlobal from HubSpot data.
How we calculated it: 93.2% say personalised or segmented experiences led to more leads and purchases - 12.6% use hyper-personalisation = 80.6 percentage points.
| Channel | Share of B2B marketers |
|---|---|
| Email campaigns | 85% |
| Social media content | 34% |
| Websites and landing pages | 33% |
| Digital advertising | 31% |
| Content marketing (blogs, white papers) | 28% |
| Experiential and event marketing | 23% |
| Webinars | 22% |
| Video | 15% |
Consumer attitudes to personalization and privacy
Customer-side data tells a more mixed story than marketer surveys. Three sources ask in different ways and get different answers.
Gartner surveyed 1,464 buyers and consumers in late 2024. 53% had a negative experience from personalised marketing. Those customers were 3.2 times more likely to regret a purchase and 44% less likely to buy again. Gartner's point is that personalisation that adds pressure can backfire.
Salesforce finds the opposite trend on one measure. 73% of customers in 2026 said companies treat them like an individual, up from 39% in 2023. But 71% feel more protective of their personal data and 64% think companies are reckless with it.
YouGov asked Americans directly. 54% say personalised ads creep them out. 56% are uncomfortable with data-driven ad personalisation and 18% are comfortable, a ratio of about 3 to 1. Older adults are less comfortable than younger ones by 12 points. Opt-out options were the change most likely to help, picked by 52%.
Attitudes vary a lot by country. The US and Great Britain are the most uncomfortable markets at 56%, 15 points above the 17-market average. In India, the UAE and Hong Kong, only around 1 in 5 are uncomfortable and most find personalised ads helpful.
Source: YouGov, Ad-verse reactions: US personalized advertising report 2025.
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53% of customers had a negative experience from personalised marketing in 2024, according to Gartner.
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Customers who had a negative personalisation experience were 3.2 times more likely to regret a purchase in 2024, according to Gartner.
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Customers who had a negative personalisation experience were 44% less likely to buy again in 2024, according to Gartner.
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Customers who experienced personalisation in a recent purchase were 2 times more likely to feel overwhelmed by information in 2024, according to Gartner.
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73% of customers said companies treat them like an individual rather than a number in 2026, up from 39% in 2023, according to Salesforce.
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The share of customers who feel treated like an individual rose 34 points between 2023 and 2026, calculated by StatisticsGlobal from Salesforce data.
How we calculated it: 73% in 2026 - 39% in 2023 = 34 percentage points, nearly 1.9 times the 2023 level (73 / 39 = 1.87).
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71% of customers felt increasingly protective of their personal information in 2026, according to Salesforce.
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64% of customers believed companies are reckless with customer data in 2026, according to Salesforce.
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54% of Americans agreed that personalised ads creep them out in a December 2024 to January 2025 survey, according to YouGov.
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56% of Americans were uncomfortable with data-driven ad personalisation in late 2024, while 18% were comfortable, according to YouGov.
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Americans uncomfortable with data-driven ad personalisation outnumbered those comfortable by 3.1 to 1 in 2024, calculated by StatisticsGlobal from YouGov data.
How we calculated it: 56% uncomfortable / 18% comfortable = 3.11. Fieldwork 13 November to 3 December 2024, US general population.
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Older Americans were 12 points more likely than younger adults to be uncomfortable with data-driven ad personalisation in 2024, calculated by StatisticsGlobal from YouGov data.
How we calculated it: Gen X and Baby Boomers+ 62% uncomfortable - Gen Z and Millennials 50% uncomfortable = 12 percentage points.
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27% of Americans agreed personalised ads help them discover products they may want to buy, in YouGov data published in 2025, according to YouGov.
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59% of Americans found ads based on browsing history invasive, the top answer of five ad types, in YouGov data published in 2025, according to YouGov.
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52% of Americans said options to opt out would make them more comfortable with personalised ads, in YouGov data published in 2025, according to YouGov.
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56% of adults in Great Britain were uncomfortable with data-driven ad personalisation, in YouGov data published in 2025, according to YouGov.
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The share of Americans uncomfortable with data-driven ad personalisation was 15 points above the 17-market average in 2025, calculated by StatisticsGlobal from YouGov data.
How we calculated it: US 56% uncomfortable - unweighted 17-market average ("All") 41% = 15 percentage points.
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67% of adults in India agreed personalised ads help them discover new products, the highest of 17 markets in YouGov data published in 2025, according to YouGov.
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Adults in India were 40 points more likely than Americans to find personalised ads helpful for discovering products in 2025, calculated by StatisticsGlobal from YouGov data.
How we calculated it: India 67% agree - United States 27% agree = 40 percentage points.
| Market | Uncomfortable | Agree personalised ads are helpful |
|---|---|---|
| United States | 56% | 27% |
| Great Britain | 56% | 28% |
| France | 51% | 28% |
| Sweden | 50% | 24% |
| Germany | 47% | 28% |
| Canada | 45% | 34% |
| Australia | 41% | 47% |
| All 17 markets (unweighted average) | 41% | 39% |
| Singapore | 35% | 44% |
| Mexico | 30% | 55% |
| UAE | 21% | 61% |
| India | 21% | 67% |
| Hong Kong | 18% | 56% |
AI personalization adoption statistics
Vendors expect AI to make personalisation predictive. Usage data so far shows a smaller footprint than the expectations.
In Twilio's 2024 survey, 89% of business leaders said AI-driven personalisation would be critical to their success and 86% expected to move from reacting to predicting what customers want. 72% of companies used customer data platforms.
Real use is lower. AI-driven emails were 19% of UK sends in 2026. Only 2% of B2B marketers use AI-driven personalisation in account-based marketing. And only 38% of customers are comfortable with AI agents creating personalised content for them. For which AI tools people use, see our AI chatbot market share page.
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89% of business leaders believed AI-driven personalisation will be critical to their success in 2024, according to Twilio.
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86% of business leaders expected a shift from reacting to predicting what customers want in 2024, according to Twilio.
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72% of companies used customer data platforms in 2024, according to Twilio.
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AI-driven emails made up 19% of the emails UK marketers sent in 2026, the first year the DMA measured them, according to the DMA.
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2% of B2B marketers used AI-driven personalisation in account-based marketing in 2025, according to the Content Marketing Institute.
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38% of customers were comfortable with AI agents creating personalised content in 2026, according to Salesforce.
| Measure | Share | Source and scope |
|---|---|---|
| Leaders who say AI personalisation will be critical | 89% | Twilio, 500+ business leaders, 2024 |
| Leaders expecting a shift to predictive personalisation | 86% | Twilio, 2024 |
| UK emails that are AI-driven | 19% | DMA, 250 UK marketers, 2026 |
| Customers comfortable with AI agents creating personalised content | 38% | Salesforce, 16,585 customers, 2026 |
| B2B marketers using AI-driven ABM personalisation | 2% | CMI, 1,015 B2B marketers, 2025 |
How these sources measure personalization
Personalisation has no standard definition. Each source measures something different, so the numbers should not be added together or compared one to one.
Marketer surveys: HubSpot (1,500+ marketers, 2026), CMI (1,015 B2B marketers, June to August 2025, sponsored by Storyblok), the DMA (250 UK marketers, March 2026, sponsored by ActionRocket) and Twilio (500+ business leaders, 2024). These record what marketers say they do and believe. HubSpot and Twilio do not list countries or fieldwork dates.
Customer surveys: Gartner (1,464 B2B buyers and consumers in North America, the UK, Australia and New Zealand, late 2024), Salesforce (16,585 consumers and business buyers, countries not listed) and YouGov (1,503 US adults, December 2024 to January 2025, plus 16 other markets). Gartner's "negative experience" and YouGov's "creep me out" are different questions, so 53% and 54% are not the same finding.
Platform data: Omnisend counts 27 billion emails sent by 150,000 brands in 2025. It is real behaviour, not opinion, but it covers one platform of mostly small and mid-sized online shops, and it measures automated emails rather than personalisation as such.
Most sources here sell personalisation, data or email software. That does not make the numbers wrong, but it shapes what gets asked. We leave out widely repeated older consumer figures that we could not trace to a current primary page with a stated sample.
Frequently asked questions
What are the latest email personalization statistics?
In the UK, segmented emails were 26% and dynamic-content emails 22% of sends in 2026, both down since 2021, according to the DMA. Automated emails rose to 34%. Email is the top B2B personalisation channel, cited by 85%, according to CMI.
Does personalization increase revenue?
93.2% of marketers say it lifts leads and purchases, according to HubSpot. On Omnisend, automated behaviour-triggered emails were 2% of sends but 30% of email revenue in 2025. Gartner warns that 53% of customers had a negative personalised experience.
Do consumers like personalized marketing?
Opinion is split. 73% of customers say companies treat them as individuals, according to Salesforce. But 54% of Americans say personalised ads creep them out, according to YouGov, and 71% of customers feel more protective of their data.
Which countries are most comfortable with personalized ads?
In YouGov's 17-market data, Hong Kong (18%), India (21%) and the UAE (21%) had the lowest shares uncomfortable with data-driven ad personalisation. The US and Great Britain were highest at 56%.
How has personalization changed since last year?
HubSpot found the share of marketers with high-quality audience data unchanged at 65% in 2026. Salesforce found the share of customers who feel treated as individuals rose from 39% in 2023 to 73% in 2026.
Is there a forecast for AI personalization?
No source here gives a market forecast. In Twilio's 2024 survey, 86% of business leaders expected a shift to predictive personalisation. AI-driven emails were already 19% of UK sends in 2026, according to the DMA.
Sources
- HubSpot, 2026 State of Marketing report, updated 10 April 2026, accessed 25 October 2026. Link · Saved data copy
- Content Marketing Institute, B2B Content and Marketing Trends: Insights for 2026, 8 October 2025, accessed 25 October 2026. Link · Saved data copy
- Omnisend, 2026 Ecommerce Marketing Report, 2026, accessed 25 October 2026. Link · Saved data copy
- Gartner, Gartner Survey Reveals Personalization Can Triple the Likelihood of Customer Regret at Key Journey Points, 3 June 2025, accessed 25 October 2026. Link · Saved data copy
- YouGov, Ad-verse reactions: US personalized advertising report 2025, 6 March 2025, accessed 25 October 2026. Link · Saved data copy
- DMA (Data & Marketing Association), Marketer Email Tracker 2026, March 2026, accessed 25 October 2026. Link · Saved data copy
- Salesforce, State of the AI Connected Customer, 7th edition, 2026, accessed 25 October 2026. Link · Saved data copy
- Twilio, The State of Personalization 2024, 18 June 2024, accessed 25 October 2026. Link · Saved data copy
Changes to this page
- : Page published with HubSpot 2026 State of Marketing, CMI B2B Trends 2026, DMA Marketer Email Tracker 2026, Omnisend 2026 Ecommerce Marketing Report, Gartner, Salesforce State of the AI Connected Customer, YouGov and Twilio data.