Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive. Here are eight easy ways to help you take the first steps towards improving campaign personalisation:

1. 8 WAYS TO INTRODUCE
PERSONALISATION INTO
YOUR MARKETING STRATEGY
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2. The rewards of a well-conceived personalised
marketing approach are self-fulfilling.
An ever-increasing pot of customer data
providing marketers with more and more
granular insight, has meant that it’s become
increasingly easier to bring personalisation
into everyday campaigning.
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3. So why do when up to
of companies still not undertake
any form of personalised
communications,
of those that have, report a
considerable uplift in conversion
rates across multiple channels?
38% 32%
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4. “One thing is for sure when
it comes to interacting with
customers in the digital world, it’s
that things will continue to evolve,
and they can change quickly – so
don’t get caught napping.”
- Marie Myles, Director of Consulting, Experian
Marketing Services
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5. Here are eight easy ways to
help you realise the benefits of
personalised communications.
Build personalisation into your campaign strategy
and marketing planning from the outset and, when
combined with a strong database and well-integrated
marketing automation tools, you’ll be on your way to
improving campaign responsiveness and engagement.
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6. “Your ideal target customer
is one who is already looking
for your company’s product or
service. Find them before you
start your marketing.”
- Marketo
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7. BUILD PERSONA PROFILES
FOR YOUR MOST VALUABLE
EXISTING AND POTENTIAL
TARGET CUSTOMERS.
1
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8. • Who typically buys from you?
• Why do they buy from you?
• What’s their buying cycle?
• Identify pain points, key drivers,
initiatives and validation points.
Match every message to a target persona and the channel you are
using for your campaign, whether it’s email, in-app message, a web
page, a social media platform or an in-session pop-up.
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9. TALK TO YOUR SALES TEAM!
2
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10. They are constantly in touch with your customers. Nobody is in a
better position to know and understand their interests, preferences
and frustrations.
“The ability to personalise depends
on how much we can learn about a
customer’s preferences, whether it is
directly through their own behaviour, the
behaviour of people with similar tastes,
or that of friends or peers.”
- Rohini Srihani, Chief Scientist, SmartFocus
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11. 3MAKE SURE YOUR WEBSITE
CONTENT IS DYNAMIC…
… and matches the channel that has attracted
the visitor to your ‘door’.
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12. Personalised website content helps you to maximise the value of
each interaction and adjust your messaging to suit every stage of
the buying cycle – whether a visitor is a returning customer
or a new prospect.
“Even using the word ‘you’ in landing
page forms can help your company relay
your message to your audience and feel
as if the marketing message is aimed
entirely at them.”
- Jeff Shjarback, Internet Marketing Consultant
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13. 4PERSONALISE YOUR WEB
CONTENT FOR SOCIAL MEDIA
CAMPAIGNS
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14. If you can identify the social media channel
on which a customer is most likely to share
your content, you can tailor calls to action
accordingly (and create personalised content
for visitors arriving via that channel).
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15. 5PERSONALISE YOUR WEB
CONTENT FOR EMAIL
MARKETING CAMPAIGNS
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16. You don’t need to write hundreds of new pages to suit every
eventuality, just use existing content to build landing pages which
prioritise specific areas of interest highlighted in your campaign.
Remember: conversion
rates for links that
take customers to
generic web pages are
notoriously low.
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17. 6PERSONALISE YOUR
WEB CONTENT FOR PAID
CAMPAIGNS
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18. Nothing punctures customer interest as quickly as a landing page
which doesn’t match the expectations raised by an advertisement.
Use smart content tools to personalise the experience for all the
paid advertisements in the same campaign.
“Studies have shown that click-
through rates can be increased
by 5% or more by tailoring the
message appropriately.”
- Rohini Srihani, Chief Scientist, SmartFocus
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19. 7SCORE YOUR LEADS
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20. • How much time are they spending on the page?
• Have they read something and left a comment?
• Have they visited before?
• Have they purchased before?
• If so, how recently?
All of this information can help create personalised, lead-nurturing
emails for future campaigns.
Assign values to every visitor action:
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21. 8AUTOMATE, AUTOMATE,
AUTOMATE
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22. Automated personalisation allows you to grow
and score leads at every stage and across
multiple channels.
It slashes your lead-generation costs.
It liberates your sales teams to focus on the most
qualified opportunities.
If you build closer links between your CRM database and your
automated marketing systems, your customer view will become
ever-more intuitive – and the foundation for more effective and
rewarding marketing campaigns.
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23. TAKEAWAYS
• Personalised marketing means making your content
relevant to the target customer AND the marketing
channel you are using to reach them
• Automation takes the heat out of personalisation
and liberates your sales and marketing teams to
focus on the best-qualified leads
• All the information you gather from personalised
campaigns feeds back into a stronger, streamlined
and increasingly rich database
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24. MY AWESOME GUIDE TO:
THE FUTURE OF MARKETING
AUTOMATION
DOWNLOAD NOW
Discover what the future holds for your
marketing, download
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