Savvy marketers have been using personalization for years; for example, through inkjetting custom messages or using variable data in direct mail letters. But there was often a significant cost due to press stops, plate changes and meticulous coordination, etc. In the online world, personalization is - in a word - EASY. Most importantly, nearly every time, of the numerous times we've tested personalization in an e-mail, landing page or online survey, it's lifted response . . . significantly. And now, courtesy of ChoiceStream's recently completed Personalization Survey, we have further insight into what the consumer has to say about personalization. Here are findings taken directly from their study:

• The 2006 survey finds 79% of consumers interested in receiving personalized content; which is consistent with last year’s response of 80%.
• More than a third of all respondents said they would be more willing to pay attention to advertising if it was personalized based on personal tastes and interests.
• A large majority of consumers are interested in personalized advertising distributed through their television or online, but fewer want personalized ads via their cell phones.

So, if you ask yourself, "Is there any reason not to personalize?" the answer would clearly be, "No!"