How to Successfully Leverage Personalization

How to Successfully Leverage Personalization

Incorporating personalization in any marketing strategy is important. However, being able to successfully leverage personalization is critical. Personalization is a way to make your content more authentic. It involves making the customer feel special in knowing that the content they are viewing was curated specifically for them. The idea is to make the content relatable to your customer and their needs, which ultimately builds trust and increases brand loyalty and engagement.

Here are some ways to successfully leverage personalization and build trust and engagement with your customer.

Understanding and Leveraging Data

One of the best ways to build trust with the customer is to understand and leverage consumer data. Create customer profiles to understand who your customer is. What are your customer’s needs? Are they shopping online or in-store? What items did they include and then leave in their shopping carts? These are just a few examples of understanding who the customer is by using insights and data. Once you can answer these types of questions you can create a customer profile and shape your targeting strategies around that data. Customers may start to see content more related to their needs, which ultimately increases their engagement and the odds they purchase from your business.

Tailoring Email Marketing

Email marketing, a type of inbound marketing, is a great platform to leverage personalization. However, it is important to understand how to do so successfully. One way is to get rid of the “Dear Customer” title. Instead, address your reader by their name. According to, emails should address a customer by their name, as there are studies show that using a personalized subject line increases the email open rate by 26%. Afterwards, follow up with content that is relevant and tailored to the reader, like a newsletter focused on topics that you know your customer would like to read. Take it a step further by sending them a discount code they can use. This lets the customer know that you value them.

Personalization Through Customer Service

Customer service can be used to leverage personalization. Improve your customer service on social media by using social listening. According to, companies should maintain communication with customers through channels like social media and emails. Therefore, monitor the conversations that people are having about your brand and use personalization by responding to customers by their name when they ask a question about a product. Respond quickly to bad reviews by providing them with an explanation, providing more information, or even by sending them a courtesy item or discount for an item they are inquiring about. According to, quick responses and services leave a positive impact on the customer, which makes them want to continue to engage with the business. Customers love when the brands they support are interested in building a relationship with them by showing that they care. It can also help build customer loyalty.

Personalization Through Customer Experience

Furthermore, use personalization to create a better customer experience. Many companies use product recommendations that are tailored and relevant to their customers. This is based off products that the customer viewed or shopped for previously. A great example is customer loyalty programs that can be tailored to the specific customer. Again, leveraging your data!

In the end, if you are currently not using personalization you should consider incorporating it into your marketing strategy. Take the time to gain insights from your data and begin tailoring your content specifically for your customer. You may start to build more trust with your customer as they feel more confident knowing that your brand understands their needs. Don’t be surprised when you start to see more engagement and an increase in sales.

Author: Felecia Anson

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