Netflix’s movie picks, Amazon’s product suggestions, H&M recommending sizes based on past purchases, Coca-Cola printing names on cans, and Spotify’s year-end Wrapped reports. What do they all have in common?
They are all prime examples of how marketing personalization turns everyday interactions into memorable brand moments.
Marketing is undeniably one of the most important factors for a company’s success. But since every brand knows the secret sauce, the competition is intense. To stay ahead, brands need to deliver a personalized experience that aligns with each customer’s pain points and journey.
In this article, we’ll discuss how you can begin to implement marketing personalization in your daily efforts to engage your target audience.
👀 Fun fact: Pet supply brand Chewy takes personalized marketing seriously. When a customer stops reordering pet food, the team sometimes checks in and discovers the pet has passed away. In response, Chewy has been known to send handwritten condolence notes or even flowers.
What Is Marketing Personalization?
Marketing personalization is a strategy that uses customer data and the right technology stack to target or retarget leads. It ensures that the content, offer, or experience feels directly relevant to the individual.
A successful personalized marketing strategy makes customers feel like the brand message was crafted just for them, leading to increased customer loyalty.
That’s why personalized marketing is also known as one-to-one marketing or individualized content delivery.
💡 Friendly Tip: Want to build stronger and longer-lasting customer relationships? Customer Lifecycle Marketing shows you how to engage every stage of the journey using data-backed strategies that actually scale.
Why Marketing Personalization Matters
A few years ago, Starbucks aimed to boost revenue by embracing hyper-personalization.
Instead of just building a mobile ordering app, Starbucks created what felt like a personal barista in your pocket. Using purchase history, drink preferences, and customer data, the app suggested drinks you’d likely love right when you’d want them.
Then they gamified the experience with “Star Challenges,” turning loyalty into a rewarding game. This blend of personalized experience and gamification made customers come back for more.
The efforts paid off. The app now drives 31% of U.S. Starbucks sales, showing that a successful personalized marketing strategy can directly influence buying behavior.
Marketing personalization also reduces the pressure of constantly chasing new leads. When you deliver relevant and implement personalized marketing to existing customers, it creates a natural pull for potential customers, too.
In fact, McKinsey reports that personalization can achieve the following benefits:
- Cut customer acquisition costs by up to 50%
- Lift revenues by 5%–15%
- Boost marketing ROI by 10%–30%
Benefits of personalized marketing
Long-term customer loyalty is a consequence of personalization, which can also boost engagement. Here are a few advantages of experimenting with personalized marketing:
- ✅ Reduce wasted spending by targeting only the most relevant audiences, improving marketing ROI (return on investment)
- ✅ Increase customer engagement across social media, websites, and email by serving content that matches real-time interests
- ✅ Lower customer acquisition costs by focusing on personalized experiences for existing customers who are more likely to convert again
- ✅ Improve customer retention and drive repeat purchases through tailored interactions
Types of Marketing Personalization (with Examples)
88% of shoppers say the experience matters just as much as the product itself. Personalization helps you meet that expectation by making every interaction feel more useful by delivering relevant content.
So, here are the different types of marketing that will promote your brand in a meaningful way:
1. Email personalization
Email remains one of the most effective channels to apply personalization. By using customer data, such as names, purchase history, or browsing activity, you can send messages that feel tailored to each recipient.
📌 Example: A wellness brand segments its users based on their fitness goals. Someone interested in yoga receives a curated list of gear and content, while a new subscriber who hasn’t purchased yet gets a welcome email with a limited-time offer.
On birthdays, loyal customers receive personalized discounts along with product recommendations based on their previous orders. This makes personalized email marketing effective for targeting specific client groups.
Did you know? Personalized subject lines alone have been shown to improve open rates by more than 20%, while click-through rates can increase by over 140% when the email body is also customized.
2. Website personalization
Your website is often the first place customers experience your brand, which makes personalization here incredibly powerful. It involves customizing what users see based on factors like location, device type, behavior, and past engagement.
📌 Example: A travel platform detects a user browsing from Boston on a snowy day. Instead of showing all destinations, it promotes beach getaways with local discounts. Another visitor using a smartphone sees a simple layout with large buttons and a quick-book CTA for their preferred destination.
Brands can use this data to show different calls to action, relevant content, or offers to different users. A returning customer might see a special loyalty coupon, while a new visitor might be invited to sign up for a free trial.
👀 Fun Fact: Your name is a brain trigger. People are psychologically wired to respond positively when they hear or read their name, which is why personalized subject lines work so well.
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3. Product recommendations
Recommending the right products is one of the most familiar and effective uses of personalization. This approach analyzes each user’s past behavior to suggest items they’re most likely to buy. It could be based on purchase history, viewing patterns, preferences, or even customer feedback.
📌 Example: A clothing site notices a user frequently shops for workwear and shows them new arrivals in formal wear, complete with their usual size. Meanwhile, a returning customer who left a winter coat in their cart receives an email suggesting matching accessories. A streaming platform recommends crime thrillers to someone who recently binged a detective series.
4. Ad personalization
Ad personalization helps brands deliver more relevant advertising by using customer insights to personalize messaging. This method relies on data like browsing activity, past purchases, demographics, and even location to shape what ad a person sees.
Instead of serving the same generic ad to everyone, brands create content that aligns with the user’s interests and behavior. They feel less intrusive because they relate to something the user has already shown interest in.
Plus, platforms like Google and Meta also enable real-time personalization with dynamic ad formats. Social media marketing teams often use these platforms to run highly targeted advertisements.
📌 Example: A shopper looks up hiking boots and later sees Instagram ads for that same pair with a free shipping offer. A user who downloaded a whitepaper from a software brand receives a follow-up ad inviting them to book a demo. Someone researching vacations in Spain is shown a flight deal from their nearest airport.
Disclaimer: While personalization is crucial to connect with your core users, make sure you don’t violate their privacy. Users are increasingly wary of how their data is used, so make sure you also let them know that their data is safe with your website. Always stay compliant with all applicable regulations, guidelines, and local laws.
5. Chatbots and AI
AI-powered chatbots have become more than just scripted responders. They now analyze behavior, context, and engagement patterns to recommend content, respond to questions, and guide users toward conversion.
They’re also available 24/7, which makes them an effective tool for both customer support and automated marketing.
📌 Example: A chatbot on a fitness site tracks a user’s interest in morning yoga and sends class reminders every Monday, along with articles on mindful routines. Another user who prefers HIIT sessions receives evening deals on relevant classes and gear. In e-commerce, a chatbot helps returning users pick the right size or restock past orders instantly.
💡 Pro Tip: Tired of repetitive marketing tasks eating up your creative time? “How to Use AI for Marketing Automation” shows you how to streamline campaigns and focus on what actually moves the needle.
📮 Insight: While 88% of our survey respondents already use AI for personal tasks, more than half hesitate to bring it into their workday. Why? Gaps in know-how, security concerns, and clunky integrations top the list.
Brain solves all three. It’s already part of your workspace, understands everyday language, and connects your chats, tasks, docs, and knowledge—so you can find answers, take action, and work smarter in one place.
Personalization Strategy: How to Get Started
Now that you’ve seen the different ways to reach your target audience through personalized communication, here’s how to get started: collect the right data and build a reliable content repository you can personalize at scale.
Step 1: Collect and centralize customer data (CRM/CDP)
To build a solid personalized marketing strategy, start by capturing meaningful data from multiple sources like:
- Email preference settings that show how customers want to be contacted and what topics interest them
- On-site quizzes or surveys that help uncover needs, preferences, or challenges
- Cookie-based tracking that monitors browsing behavior and popular product views
- Live chat or chatbot conversations that reveal intent or buying stage
- Support tickets and feedback that highlight pain points or repeated questions
Respect privacy and communicate clearly while collecting data. Let customers know what information you collect and how it will be used, and give them control through opt-in options or account settings.
Once collected, bring all of this data into a central system. A customer relationship management (CRM) tool helps organize user information from various channels, such as email, sales calls, and live chat.
💜 Here’s how can help
offers a robust, all-in-one solution: CRM Software. With a comprehensive task, resource, and customer database management system, CRM makes optimizing team capacities and managing sales pipelines easy and efficient.
It offers over 1,000+ native and third-party integrations, including the API, to enable you to create your own CRM in .
CRM teams using ’s customizable views can track lead touchpoints alongside tasks and campaign workflows. For example, create a list view filtered by lead source, then link each contact to relevant email tasks or nurture sequences.
Step 2: Segment your audience
Once you’ve collected the right customer data, the next step is turning that information into action.
Audience segmentation allows you to divide your contacts into smaller, more focused groups based on shared traits, behaviors, or preferences.
There are several ways to segment your audience:
- Use purchase history to group users for cross-sell or upsell opportunities
- Segment based on browsing history, such as product views or category interests
- Create audience groups from survey responses or customer satisfaction scores
- Group users by lifecycle stage, such as new leads, active buyers, or lapsed customers
- Customize outreach based on loyalty status, location, or device type
Segmentation also helps you prioritize. A loyal customer may appreciate early access or exclusive rewards, while a dissatisfied one might respond better to a support-first approach.
💜 Here’s how can help
The Simple CRM Template equips teams of all sizes with essential tools to manage customer relationships efficiently.
It simplifies customer management by centralizing data, automating workflows, and offering insights from customer feedback to boost sales, enhance relationships, and support smarter decision-making.
💡 Pro Tip: Want to outsmart bigger ad budgets with sharper targeting and faster creative? How to Use AI in Advertising shows how AI can help you launch smarter, personalized campaigns that actually convert.
Step 3: Choose channels and define personalized content
Once your segments are ready, the next step is choosing where and how to reach each audience with content that matches how they consume information.
Here’s how you can do it:
- Review your data to understand where each audience segment is most active, whether that’s email, Instagram, SMS, or your website
- Focus on the top-performing channels for each group instead of spreading your efforts across every platform
- Match content formats to the platform. Use reels or stories on social media, detailed explainers in blog posts, and brief updates for SMS or push notifications
- Connect the message to specific data triggers. Use cart abandonment data to send follow-up emails or weather data to adjust banner content for location-based offers
- Tie the content back to customer intent. Ask yourself what the customer wants to see and why this format helps them act on it
📌 Example: A travel brand finds that solo travelers engage most with Pinterest and mobile search, while families prefer desktop email newsletters. They create personalized content by sending curated family trip bundles via email and creating Pinterest pins with local guides and packing tips for solo travelers, based on recent searches and browsing behavior.
Step 4: Use AI and automation to scale
’s personal AI assistant, Brain can help you respond to customer behavior in real time. You can send a birthday message, recommend products based on browsing history, or adjust messaging depending on the customer’s past interactions. Many tools also have automation features that send these out when certain customer actions are triggered.
Once set up, these automated actions run in the background, keeping every touchpoint relevant and timely.
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Step 5: Test and optimize
Personalization should be a continuous strategy. Once your campaigns are live, it’s essential to track what’s working and where improvements are needed—
- Start by measuring how well your personalized content is performing. Look at open rates, click-throughs, conversions, or time spent on personalized landing pages
- If you are adjusting hero images according to location, observe which versions receive the most engagement and understand the reasons behind it
- Use A/B testing to compare different versions of the same message. This could be something as simple as testing two subject lines or as specific as personalizing the call to action on a page
Even small tweaks can lead to big gains in engagement 🏆.
💜 Here’s how can help
Visualize your marketing campaign success in real time with Dashboards. You can add widgets to track KPIs like engagement, CTR, and conversions.
Best Tools for Marketing Personalization
Here are some of the best platforms that help you create experiences your customers actually care about.
1.
Planning a multi-channel campaign is one thing. Managing it while keeping every message personalized and every asset on time? Sounds messy.
helps marketing teams centralize campaign planning, task management, and content creation to prevent a mess.
Set due dates, reminders, and dependencies with Tasks
Start with campaign planning. Whether you’re launching across email, paid social, video, or in-app, you can map out every piece of the campaign in Tasks, timelines, and content calendars.
Create campaign tasks, assign teams, and trigger workflows with Brain
Brain takes that workflow and layers in real-time AI assistance. You can ask it to draft personalized emails, summarize feedback from a previous campaign, or suggest subject lines for returning customers.
Here’s a quick video on how you can use ’s AI to enhance your marketing efforts:
Brain even generates visual concepts for campaign assets—just prompt it with something like “create five ad visuals for a fall outerwear sale targeting Gen Z,” and you’ll get campaign-ready options without leaving your workspace.
What’s more, Brain understands your setup. This tool can help you and your team choose the best custom views if you’re running a multi-channel campaign.
View your campaigns with Custom Views
Marketing teams using can switch between different views according to their requirements, so they see only what they need to work on.
You can use a Board View to access your creative assets, a Timeline View for your launch sequence, and a Calendar View to schedule catch-up calls with your team. Talk about an all-purpose marketing dashboard!
Ensure the right team member is notified at the right time with Automations
Personalized marketing campaigns often have many moving variables that can become difficult to track manually. This is where automation steps in. When a task reaches a certain stage, Automations can automatically update statuses, notify relevant team members, and apply checklist templates to keep the workflow running.
For example, once a content draft is approved, can instantly alert the social lead to schedule posts, reducing delays and confusion.
💡 Pro Tip: Use AI Agents to keep your campaigns on track without constant check-ins. Set up an agent to monitor campaign folders and flag overdue tasks, missed approvals, or bottlenecks. The agent can also send daily summaries to your team chat and auto-assign follow-ups. How simple is that!
2. HubSpot
Marketing teams often use HubSpot to build personalized lead journeys based on how users interact with content. A software company, for example, might send a series of targeted emails to someone who downloaded a white paper on pricing strategy.
Rather than sending a generic follow-up, HubSpot provides the contact with case studies, ROI tools, and product comparisons that are tailored to their specific stage in the decision process.
HubSpot combines CRM data with user activity to personalize communication across email, forms, and landing pages. You can trigger actions based on form fills, email clicks, or visited pages, making it easier to guide each lead toward conversion with content that fits their interests.
3. ActiveCampaign
ActiveCampaign helps businesses personalize outreach based on detailed user behavior. A furniture brand might notice that a customer viewed bedroom sets but didn’t complete a purchase.
The system can then send a follow-up email with similar items, a free shipping offer, and a reminder to return to their cart.
With tools for behavioral tracking, CRM strategy, automation, and dynamic content, ActiveCampaign allows marketing teams to tailor messages to individual preferences.
Campaigns can be triggered by product views, inactivity, or email engagement, making it easier to stay relevant throughout the customer journey.
Challenges in Marketing Personalization
McKinsey research suggests that 65% of customers see targeted promotions as one of the top reasons to make a purchase.
But reaching that level of impact requires overcoming some of these serious roadblocks:
- Inconsistent or siloed customer data makes it difficult to create a clear and unified view of the customer
- Privacy concerns and unclear consent practices can lead to mistrust, even when personalization is well-intentioned
- Many teams struggle to integrate personalization into existing systems or scale it without sacrificing relevance
- Poorly timed or overly specific messaging can feel intrusive and lead to disengagement
- Without the right talent or tools, it becomes hard to execute and measure personalized marketing efforts effectively
Makes Marketing Personalization Easy and Fun
Personalized marketing is what separates forgettable campaigns from the ones people actually click, read, and remember.
However, achieving personalized marketing is not straightforward. Most teams struggle to personalize their campaigns due to scattered data, shifting customer behavior, and growing pressure to achieve more with fewer resources.
That’s where comes in.
gives you one place to plan, manage, and optimize multi-channel campaigns with its AI, automation, and Custom Views functionality.
Start turning customer insights into impact; sign up for !
Everything you need to stay organized and get work done.
