Are you keeping campaigns personal? Why personalization matters


Technology’s capability to capture loads of consumer data allows marketers to produce highly personalized campaigns for individual consumers versus the traditional method of targeting mass audiences. When personalized marketing is done well, it improves brand loyalty, heightens customer experience and increases return on investment.

Generally speaking, making things personal rarely pays off. However, in a marketer’s world, brands pay dearly when efforts aren’t made to get personal with their customers. Marketers walk a fine line between maintaining respect for privacy and gathering enough information to create relevant, timely campaigns.

Why personalization matters

Personalized campaigns maximize marketing efforts by delivering tailored messages to individuals across multiple channels. Brands not adhering to this way of business will miss out on the opportunity to establish lasting relationships with consumers who now expect this detailed level of service.

Research from Epsilon revealed 80 percent of consumers indicated they were more likely to make a purchase when brands offered personalized experiences. Epsilon also stated, “Findings from the transactional analysis indicate that consumers who believe personalized experiences are very appealing are ten times more likely to be a brand’s most valuable customer – those that are expected to make more than 15 transactions in one year.”

Personalization demonstrates a brand’s ability to study and listen to the needs of the people they serve. Who would you be more likely to buy from, the person who pays attention to your likes and anticipates your needs, or someone offering up random products that don’t make sense?

Today’s consumer would rather spend their time and money on brands that treat them as an individual rather than a number. The pioneers of personalization that should come to mind are Target, Amazon and Coca-Cola. Who wouldn’t prefer to drink a coke with their name on it?

The perks of personalization

  • Customer experience, engagement — Personalization creates a seamless journey from start to finish, promoting one-to-one interaction and the likelihood of future purchases.
  • Brand loyalty — Attracting repeat shoppers in today’s virtual environment seems almost impossible, especially for smaller businesses. Relevant offers, sent via the optimal platform, with appropriate timing, will build trust and create connections on a personal level.
  • Return on investment — Organizational profitability is maximized through high-performing, personalized campaigns. It’s an effort with the investment.

Channels of distribution

Marketers have an exhaustive list of media channels to choose from for distribution. While it may not be a new and shiny concept, a targeted email campaign consistently performs, which is why 77 percent of marketers use this avenue of distribution.

Instead of relying on older, less-effective tactics, subscribers’ data is applied to create emails that skip the generics and include specialized offers or product recommendations. If they’re doing their homework — using data effectively — the email will cut through the clutter because it’s valuable to the individual.

No strategy would be complete without the use of a website. However obvious this platform may seem, many companies fail to use it to its fullest potential. To personalize websites, marketers carefully use data to determine the audience. They also focus on improving customer experience by including relevant content, analyzing consumer behavior to increase conversions and minimize distractions.


Overhauling a marketing plan comes with its own set of challenges. Lack of budget, knowledge of technology and personnel shortages represent the most common roadblocks to implementation.

Companies who prioritize personalization require determination and a vision for long-term success. This close-knit form of marketing encourages one-to-one communication, leading to engaged consumers who feel heard and keep coming back for more. When making the leap, strike a balance between respect for privacy and attention to detail to be successful.

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