The ability to set alerts for specific categories of purchases offers customization as well as fraud prevention. Transaction categorization is a mainstay of neobank features, and being able to set alerts for specific transactions in real time is a natural extension of this capability.

Corrina is also an active member of digital marketing networking and education communities, presenting at user groups and conferences on email best practices, automation, customization and many other topics. Karin Holmgren is a senior manager of global marketing operations at Pitney Bowes.

Creating one-to-one assets for every target isn’t scalable or repeatable, but her team has homed in on a “sweet spot of customization beyond dynamic fields such as [account name] that gives the impression of a one-to-one story but is told on a slightly larger scale.”

Though in-app customization is the least demanded feature in the Account Management category, a not-insignificant 25% of respondents call it “extremely valuable,” and over half (56%) of FIs support it. Account management features could be key to pulling in respondents willing to leave their bank for better mobile offerings.

Both perceived customer demand as well as internal demands for accountability and measurability are driving personalization efforts. This report explores how marketers are using data to optimize omnichannel experiences for consumers, and what consumers think of these personalization efforts.

It has customer experience teams, but all the customizations, anything a brand partners with Amazon to do, still has to go through an approval process. While some things that go through may be a little questionable in terms of conversion, there’s still a protective process there. At this point, how sophisticated are advertisers about Amazon as a platform?

More than three-quarters of those polled thought email customization was at least of medium importance when communicating with brands. But one-third said receiving recommendations for items they weren't interested in was the most frustrating way that marketing emails got personalization wrong. Poor product suggestions is one of the biggest complaints among consumers.

But the next degree of ad personalization is dynamic creative optimization, which allows for more effective customization of the ad experience. Greg Sobiech, founder and managing partner at digital consultancy Delve, spoke with eMarketer's Nicole Perrin about what's involved in dynamic creative optimization and the barriers in the way of fully executing it.

Even when brands do use some type of personalization, it is often limited to the same basic customization many marketers have been using for years: a first name in the greeting, a recent purchase in the body or adding the recipient’s company name without much thought. These tactics can be effective—and at least are a step in the right direction—but today’s consumers have come to expect much more.