Personalised marketing – how to do it right in 2019?

Personalised marketing is a huge trend this year. Why? Thanks to the rapid technological advancements, we have access to far more information than ever before, from any branch we wish.

Actually, there’s so many information and so much content produced daily, customers are skipping the majority of the content. There’s simply no way for them to focus equally on every single piece of content they find. That is, unless the content they find is personalised.

If you didn’t yet use personalised marketing in your business, 2019 is a high time to start. By using data you already have about your customers, you can give them offers or content useful to them. Why is this important? Because compared to giving customers a “one size fits all” messages (which might not be useful to them), you are increasing your chance they will be interested in your messages and stay as loyal customers.

Why should you be interested in personalised marketing?

  • By 2020, customer experience will overtake price and product as the key brand differentiator.
  • 93% of companies see an uplift in conversion rates from personalised marketing.
  • 74% of customers get frustrated when website content is not personalised.
  • 59% of consumers who experienced personalised marketing say that it significantly influenced what they purchased.
  • 50% of consumers would more likely use retailers again if they were presented with personalised offers and information.

Currently, the most often seen way of adding personalisation is simply adding a customer’s name to the email subject line.

The thing is, this method of personalisation has become so common, customers stopped noticing it. According to Pure360, a staggering 92% of customers won’t engage with a company that uses addressing them by name as the only form of personalization.

Customers expect now far higher personalisation than just getting a “Thomas, we got a special offer for you” mail. They expect that both the content they find and the offers they get will be exactly what they need. That’s why you need to step up your marketing game with a more advanced level of personalisation tactics.

Let’s have a look at 2 more advanced ways of using personalisation in your business. Both can give you great results but you have to tread carefully if you don’t want your customers to feel you are violating their privacy.

Personalisation Idea #1: Location-based personalisation

Knowing where your customers live or spend their time and using this in your marketing strategy can have an incredible effect on your conversions. This is location-based personalised marketing.

You can, for example, use it to show to the customer the nearest to them brand shop or office, with the current promotions there. “There’s a sale in our shop three streets away, how about you take a look?”

Using location-based personalisation marketing is also a fantastic way to promote your local event or special offer.  Without getting angry customers who got the email with promotion but cannot use it.

2 months ago I got an email with a “time-limited discount” on fibre optical internet. Quite a reasonable offer, I have to add. If the company sending the information checked my current address before, they would find out that fibre internet is unavailable in my city. And in fact, sending an offer for it to me is pointless.

Be careful though on how much and how often do you use location-based personalisation. Using the location data to send an invitation to a local event is all fine. But implying to customers you are tracking their every move might creep them out enough to stop doing business with you.

Personalisation Idea #2: Retargeting

Another clever to use personalised marketing trick is retargeting.

Not many customers buy a product or use a service straight after seeing a commercial or after visiting a website. Unless they are in a hurry.

According to various researches, it’s only about a few percents of website visitors. The vast majority of customers first browse through offers or compare the prices on different pages. And then they can feel distracted by something or decide they will think more about the product before buying it.

Either way, they are leaving your website without converting, and unless you remind them about your product, they might not return at all.

That’s where personalisation technique known as retargeting comes in. Customers who left the website without converting are later reminded by an email. You can also let them know that the product might soon be out of the stock or sometimes offered a handy discount coupon.

The reason for using retargeting is that there’s a higher chance that a visitor who already shown interest in the product/service will finish converting rather than if the company tried to focus only on new users.

This tactic is also a great help if you are dealing with a high cart abandonment rate. Retargeting makes it 70% likelier to convert previous visitors into paying customers.    

How does it work?

To prepare personalised retargetting emails, all you need to do is to set a triggered email that after the scheduled time will remind the customers that the product they added to the basket might be out of stock soon or that the vacation trip hotel (like on Getaway) they were looking at is very popular and the rooms might be all quickly sold.

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Looking at how 45% of such email is opened and 21% of them were clicked on, retargeting emails could be a great help if you are dealing with low conversion rates and high cart abandonment rates.

You can also use personalised retargeting ads for this purpose, though here you have to be careful not to overdo it. By adding pieces of tracking codes to your website codes, you can “follow” your website visitors to any page they are visiting. You can also use this opportunity to remind them about the products they were browsing or services they were looking at.

As long as the website visitor uses the same IP (because they are using home wifi for example), the ads will be visible even if the user switches between devices.

Unfortunately, this tactic isn’t perfect.

If several people use the same IP address, all of them will see the same offer. Even if they weren’t actually interested in the re-targeted product. Any time it happens, you waste money and time on people that are not interested in your offer.

What’s more, many customers find retargeting as creepy and invasive. Use this tactic in moderation, using retargeted ads on every website the customer visit is definitely a bad idea.   


Those 2 methods of adding advanced level personalisation might sound complicated to use. But with a good marketing automation system, it won’t take you too much time to set them up.

As long as you will use personalised marketing tactics in carefully and in moderation, you are sure to see the benefits of them yourself. So why not use them in your new campaign?

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