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Personalisation - relevance and return

Date Posted: Monday, 31 March 2014 15:07
Posted By: brooke campbell

Personalisation allows you to automatically deliver content of interest to individuals within your target market and customer base. Effectively, you’re removing the clutter and providing a clear direction or journey.

Personalisation can be as simple as remembering details on a site, facilitating quick login or reducing barriers to content download. Or you can move into more complex behaviour-based personalisation, such as recognising a previous visitor to your site and automatically delivering relevant information based on job title, industry segment, or previous behaviours (areas of interest).  

How does personalisation work?


Know your client

No matter what your business is, you can personalise it as long as you know your market (hence the emergence of “Big Data”). Europe’s leading budget airline, EasyJet, personalised its website and saw sales increase to 5 per second, all delivered through their content management system (CMS).

If you run a website that sells products, personalisation makes it possible for you to present the browsing customer with items they may want, based on previous purchasing behaviour. Amazon is the king of this, using its algorithms to expose customers to items related to current searches as well as previous purchases, enhancing customer experience and increasing sales.

From the trends you establish through personalisation, you can begin to extrapolate what your customers will look for in the future, and what they are likely to want more of on a regular basis.

3 personalisation tactics you can use:

  • Develop your digital shop front - When someone visits your website, you want to make sure that they can immediately find what they're looking for. To make this as simple as possible you need to know as much as you can about your visitor, so that you can recommend relevant items. A good CMS should help you capture data, as well as automate the system for personalised content delivery so that all of the hard work is effectively done for you.

  • Give customers accounts – this has two key benefits, creating a better customer experience and allowing you to easily identify returning customers/visitors. IP addresses are one way of tracking return customers and remembering what they browsed last, but it is better if you can enable customer accounts. This is because they not only provide you with accurate and confirmed information about interests, but they also create a sense of loyalty in the consumer.

  • Tailor your email - If you're not sending out a regular newsletter to your customers then you should be, it reminds them about your business and encourages them to use you again. However, instead of just sending out a monthly newsletter with the same title, personalise it. E.g. you inquire as to how a customer is enjoying the product they bought from you a few months back, then follow this up with a recommendation of some other products they might like, they're much more likely to engage with your suggestions and feel like they're a valued customer.

Keep your client

A study by Econsultancy shows that 74% of marketers know that personalisation absolutely increases customer engagement. However, only 19% of the same group admit to using personalisation in their work. This is a huge gap, and one which can be exploited to give your business the boost to take it beyond your competitors.

Personalisation not only makes your current clientèle happier, it is also much more likely to covert the customers of competitors to your business. People want a personalised experience, and if you’re offering something that they aren't currently getting, then you'll most likely see them switching. This can work both ways however; if your business isn't offering a personalised experience but your competitor is, you can expect to lose some customers as a result.

Keeping track of your customers in this way can also help to reduce the amount of customers you lose. If you're not tracking your customer information, you may not realise that someone who has been buying from you regularly for a year now hasn't made a purchase in several months. If, as a result of seeing this data, you send out a personalised email about how much you value their custom and what your current offers are, you may win them back. If you do nothing, then that's a customer lost to a competitor.

Reap the rewards

Personalisation is becoming a market expectation, and as the internet opens up new markets, and offers the market more competitive options, you need to harness personalisation, not only to attract new business, but to retain your current customers.

Many discount personalisation as it does, to some extent, rely on email communications and some businesses now assume that this is something of an outdated online marketing tactic. It’s not; email marketing remains as valid as ever and has, in fact, risen four-fold as an effective means of converting leads into sales in recent years. With the use of a powerful CMS, your business could be reaping the benefits in no time, so what are you waiting for!

Check out more on the technology you could be using to automate your personalisation tactics in our recent article, Marketing technology creates customer experiences.

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