What Advanced Marketing Personalization Is and How to Use It?

Email Marketing Strategy

Personalization is an effective tool that has been used to market product and services over the years. Personalization makes customers feel valued and it helps them identify with a certain brand. For email campaigns, studies show that the emails that were personalized achieved higher click through rates than those that were not personalized. This goes to show that users prefer personalized experiences when interacting with brands hence a rise in the implementation of personalized marketing strategies.

Personalized marketing, however, doesn’t just entail the use of a customer’s name when sending email communication. Personalized marketing is broader than this and it revolves around gathering valuable user data, not just the customer’s name, and using it to deliver customized services and experiences.

Gathering User Data

A personalized marketing campaign will only be successful if a brand is able to collect quality data about its users. Surveys and email list segments can be used to gain valuable insights about the type of customers that a brand is dealing with. Other than these, there are tools like Google Analytics that can be used to understand the customer characteristics of a particular brand. With this information, brands are able to offer personalized experiences when running marketing campaigns.

How to Use Marketing Personalization

Once you have all the information about the typical customer of your brand, you can easily run personalized marketing campaigns that will improve the performance of your business. Here is how marketing personalization can be used to boost sales, user engagement, and customer loyalty.

1. Increase conversions and sales

With personalized content, brands are able to gain higher conversion rates for their marketing efforts. This is because personalized marketing allows brands to get the specific characteristics of its customers and this makes it easy to target them when conducting marketing campaigns. When collecting data about its users, businesses are able to understand the characteristic of a typical customer. They are able to understand factors such as the age group and location of its customers and this way, they are able to use the right form of communication when marketing their products or services. This will lead to a higher conversion rate for their marketing campaign and more sales for the business.

2. Make targeted recommendations

The data collected when running a personalized marketing campaign can be used to make targeted recommendations to the customers. With the user data, brands are able to understand the buying habits of their customers and this puts them in a position to make meaningful product recommendation to its customers. A good example of this is how Amazon uses the data collected from its users to make relevant product recommendations. Amazon takes to account the user’s shopping history, product reviews, and abandoned cart items to give suggestions on what a customer may need to purchase. It also makes recommendations on items that are usually bought together and this eliminates the need to search the web or ask a friend. The businesses that adopt this personalization strategy, like medical companies are able to enhance the user experience and they are able to boost their sales as a result.

3. Develop engaging content

Personalization allows businesses to create amazing content that resonates with its customers. The data collected when running a personalized marketing campaign lays bare the unique characteristics of a brand’s customers and when this data is used in content creation, the result is a memorable user experience that will endear the customers to the brand. By understanding the age, gender, and location characteristics of its users, a business is able to create unique content that the customers will appreciate.  Like the majority of moms’ blogs which are targeted to a concrete audience with accurate interests. So the content is specific to their needs and aimed to help mothers in one or another way. The user engagement will increase as a result and this will go a long way to make the customers loyal to the business.

4. Effective audience targeting

Businesses are able to target specific audiences better because of personalized marketing. The data collected from email list segments, surveys, and web analytics allow businesses to create effective marketing campaigns that target users based on their interests and buying characteristics.  If a business finds out that its audience is into movies, they can offer personalized marketing experiences by using movie references on their marketing emails, blog posts and other content that the brand publishes. This will increase the conversion rate and make it easy for the business to meet its sales targets.

5. Increase customer loyalty

Every business should strive to transform its ordinary customers into loyal brand ambassadors and marketing personalization makes it easy to achieve this. With personalized marketing, businesses are able to create and nurture personal relationships with its customers which will lead to repeat businesses from the customers. It is 5 times more expensive to acquire new customers than to maintain existing ones and this highlights just how important it is for businesses to have a good relationship with its existing customers. The customers feel valued when they receive personalized experiences from a business. It makes them feel that they are not just another sales statistic and this goes a long way to make them choose a certain business over its competitors.


Personalized marketing is one of the most effective forms of brand promotion. It allows businesses to access valuable user data that they will use to craft personalized experiences that will endear them to the customers. Advanced marketing personalization helps businesses stand out in a crowded field and this article shares tips on how to use it to enhance business performance.

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