Art Of Personalization
Imagine receiving messages from two competing brands at the same time.
The first one says:
“Our new season collection is here! Start shopping now.”
The other one says:
“Dila, the beige bag you added to your cart last month is back in stock — and it’s 15% off this week.”
Which one would you click? That’s the power of personalization.
In digital marketing, personalization is no longer a preference. It’s the key to customer loyalty. According to McKinsey, personalized experiences can increase sales by 10–15%. Because people no longer expect products from brands — they expect experiences that understand them. Addressing a customer by name may seem like a small detail, but it’s actually the foundation of emotional connection. A customer’s past purchases, interests, and even on-site behavior. When analyzed correctly become the key to truly understanding them.
For example:
- Spotify analyzes users’ music preferences to create personalized “Wrapped” lists every year.
- Netflix offers personalized content recommendations based on watch history, and as a result, over 80% of users continue using the platform actively.
- Amazon, with its “Because you liked…” suggestions, doesn’t just sell products. It acts like a personal shopping assistant.
The common point among all these examples is simple: people stay loyal to brands where they can see themselves.
Other Types of Personalization:
- Website experience
- Email marketing
- Retargeting & recommendation algorithms
- In-app suggestions (like Spotify, Netflix, or Amazon)
Personalization doesn’t just drive instant sales — it builds long-term loyalty. And that means a higher Customer Lifetime Value (CLV) for the company.
How Can It Be Applied?
- Collect data: Analyze user-approved data (purchase history, email engagement, behavioral data) ethically.
- Create micro-segments: Instead of sending one message to everyone, group users based on their interests or behaviors.
- Write personal messages: Using a name isn’t enough. Timing and relevance matter most.
- Use automation strategically: Automate emails, retargeting, or push notifications.
- Test and optimize: Use A/B testing to see which personalization style performs best.
Today, we are exposed to countless messages generated by artificial intelligence. That’s why it’s crucial for personalization to feel authentic and human. As brands and marketers, we need to read the data, understand the customer, and build meaningful connections. Only then can we truly talk about customer loyalty.
Note: used AI for proofreading
Dilanur Pekgil
