In an online world overloaded with digital noise, it’s no surprise people are starting to tune out. And really-who can blame them? We’ve all scrolled past emails that feel like they were written for someone else, or seen ads that clearly missed the mark. That’s where personalisation can make a real difference. Not as a gimmick, but as a way to actually connect with the person on the other side of the screen.
So, what does personalising your marketing really look like? And why is it such a game-changer for building loyalty? Let’s break it down.
What Is Personalised Marketing?
At its core, personalised marketing is about recognising people as individuals – not just names on a list. It’s more than “Hi [First Name]” in a subject line. It’s about personalising content, offers, and experiences based on what someone’s actually interested in – things they’ve browsed, bought, liked, or clicked.
Look at Netflix or Amazon. They’ve nailed it. Their platforms seem to get you – what you like, what you might enjoy next, what saves you time. That thoughtful experience keeps people coming back. It feels genuinely helpful, not like some kind of sales pitch – and over time, that kind of relevance builds trust, boosts loyalty, and yes, drives more sales.
Why Bother? The Business Case for Getting Personal
Let’s not sugar-coat it – this isn’t just about being friendly. Personalisation gets results.
People notice when things feel relevant. A personalised email is around six times more likely to lead to a sale than a generic one. That’s no small jump.
And it doesn’t stop there. Businesses that get personalisation right aren’t just being nice – they’re seeing real returns. Some studies suggest it can lift revenue by as much as 15%. [1] Even more telling, 69% of business leaders say they’re ramping up investment in this area, and 92% are already using AI to help make it happen. [2]
But this goes beyond short-term wins. When people feel like your brand actually understands them, it changes how they engage. It’s not just about a single sale – it’s about the bigger picture. That kind of relevance builds trust, encourages repeat visits, and increases overall customer lifetime value. They stay longer. Spend more. And yes – tell their friends too.
It also means less waste. Instead of throwing money at broad campaigns that hit the wrong people, you focus on the ones who are actually interested.
And honestly? It just makes everything smoother. When people find what they need quickly, with minimal friction, it leaves a lasting impression.
What Does Personalised Marketing Look Like in Real Life?
Here’s where it gets interesting. Real-world examples show how brands are putting personalised marketing into practice:
Email Campaigns That Feel Like Conversations
Mass emails are falling out of fashion. Instead, the smart ones are using what they know about their audience to send messages that actually land. Maybe it’s a product suggestion based on past browsing. Maybe it’s a timely nudge about that item still sitting in their shopping cart.
Product Suggestions That Just Make Sense
“Customers who bought this also liked…” might seem simple, but it’s effective. Amazon has used this kind of recommendation engine for years, and it works because it feels helpful – like a subtle nudge rather than a hard sell. The key is making it feel like a service, not a pushy tactic.
Websites That Say “Welcome Back”
Picture this: you hop onto a website and it already knows your location, your past views, even your favourite categories. It’s subtle – but saves you time and makes things feel smoother.
Ads That Aren’t Annoying
Yes, retargeting can be creepy when done badly. But get it right? And those ads remind you of something you genuinely wanted. That’s handy, not intrusive.
Loyalty Schemes That Actually Reward Loyalty
Instead of blanket discounts, smart loyalty programmes tailor rewards to individual habits. If you’re a regular buyer of a certain product, a well-timed offer can feel like a nice touch – not a sales tactic. In fact, 62% of business leaders say their personalisation efforts have improved customer retention, and 56% of consumers say personalisation makes them more likely to become repeat buyers. [3]
Notifications That Don’t Feel Spammy
Push notifications walk a fine line. But if they’re relevant—like alerting you to a price drop on something you’ve been eyeing- they’re golden. When done right, they fall under ‘permission marketing’ – a concept where the user has opted in and expects communication that’s genuinely useful to them.
A “Happy Birthday” Email (That’s Actually Thoughtful)
A little birthday message with a personalised offer or gift doesn’t cost much, but it makes people feel seen. And they remember that.
Emails That Remind You Exactly What You Left Behind
Abandoned cart emails are common. But the ones that show exactly what you forgot – and throw in a light-hearted message or a small discount – are the ones that get results.
Newsletters That Speak to Your Interests
Generic newsletters get deleted. But one that speaks directly to your hobbies or habits? These are way more likely to get opened. Think tailored content for yogis vs. runners, not one-size-fits-all.
Apps That Adapt to You
Apps that learn from how you use them – like Spotify recommending music or YouTube fine-tuning your homepage – create loyalty without needing to push for it. They just get you.
Sounds Great – So What’s the Catch?
Nothing’s ever completely smooth though, is it? While personalisation has some big upsides, there are a few things that can trip you up if you’re not careful:
- Getting the data right: Clean, accurate data is essential – but pulling that off consistently can be a real challenge.
- Respecting privacy: Between GDPR, cookie banners, and changing user expectations, being upfront about how you use data isn’t optional anymore. It’s a strict requirement.
- Budget limitations: Not every business has the resources of a Netflix or Amazon. And that’s okay. You don’t need a huge tech stack to start small.
- Avoiding the creep factor: There’s a fine line between helpful and weird. If your messaging makes someone feel like they are being stalked, it’s gone too far.
How to Start (Without Getting Overwhelmed)
It’s easy to feel like you need to do everything at once, but that’s not how this works. Start with a few small wins and build out from there.
- Start with what you’ve got: Whether it’s a welcome email or a short thank-you message, begin with something small and manageable. You don’t need a full-blown strategy from day one. Even basic data like past purchases or email sign-ups can go a long way.
- Set one clear goal: Are you trying to get people to come back? Improve your email click-throughs? Purchase more? Don’t try to fix everything at once – just pick a goal and focus on it.
- Segment and simplify: Not every customer needs the same thing. Start grouping visitors based on how they interact with your business. Even basic segmentation – like first-time vs. repeat buyers – can make your messaging more relevant.
- Stick with tools that make sense: There’s no need to overcomplicate things. Use tools that already plug into your current setup without demanding hours of setup or turning into another full-time task.
- Experiment, then expand: A/B testing might sound technical, but it’s really just a way of seeing what people respond to. Try out a few different messages or formats, and when something clicks, build from there.
You don’t need to be perfect – just consistent. And with each small success, the whole thing starts to feel a lot less overwhelming.
Need a Hand? That’s Where We Come In
At Atomic Digital Marketing, we help businesses take the guesswork out of personalisation. From smarter email flows to automation that feels… well, human – we make it easier to build real connections with your audience.
No gimmicks. Just clear, strategic support that gets tangible results.
If you’re ready to make your marketing feel more personal – and a lot more effective – let’s have a chat. Contact the team today!
Sources
[2] https://hbr.org/sponsored/2024/05/personalize-your-customers-shopping-experience-with-ai
[3] https://www.invespcro.com/blog/online-shopping-personalization/
