Advanced Personalisation Techniques That Actually Convert

This guide will explore why simple tactics like first-name email tags aren’t enough anymore and how to harness advanced personalisation strategies that actually convert. From behavioural targeting to dynamic content for emails and landing pages, we’ll cover what works in today’s market and how you can start implementing these strategies in your marketing efforts.

Why Basic Personalisation Isn’t Enough Anymore

It’s not that basic personalisation techniques like using a customer’s first name aren’t effective—they can still improve open rates and engagement to a certain extent. But the reality is that today’s consumers expect far more. With the rise of big data, AI, and sophisticated tracking technologies, customers want personalised experiences that are relevant, contextual, and specific to their interests and behaviours.

For example, consider this scenario: you receive an email from an online retailer with the subject line “Hey Sarah, don’t miss this exclusive offer!” While it’s nice that they’ve addressed you by name, the email itself may still feel impersonal if the offer is irrelevant to you. If the retailer is offering a sale on winter coats but you live in a tropical climate and don’t need one, the email won’t resonate.

On the other hand, a personalised offer that is based on past purchases, browsing history, or even the time of day might be far more engaging. This is where advanced personalisation comes into play—it’s about delivering the right message at the right time, in the right context. Let’s dive into the strategies that can help you achieve this level of precision.

Behavioural Targeting - How to Use Audience Actions to Tailor Content

Behavioural targeting involves using a customer’s past actions or behaviours to shape and personalise their experience. Rather than offering generic content, you tailor what they see based on how they’ve interacted with your website, emails, social media, or products. The idea is to create content that feels specific to the individual’s needs and interests.

Here are a few key ways to use behavioural targeting effectively:

1. Tracking User Activity

Start by tracking key actions, such as:

• Pages visited on your website

• Products viewed or added to the cart

• Time spent on specific pages

• Click-through behaviour from emails or ads

• Social media interactions

By leveraging this data, you can create targeted messages that speak directly to the customer’s interests. For instance, if someone browses through your website and spends time looking at running shoes, you could send them an email offering a personalised discount on running shoes or related accessories.

2. Triggered Emails

Triggered emails are a great example of behavioural targeting in action. These emails are sent automatically based on specific customer actions. Examples include:

• Abandoned cart emails: If a customer adds an item to their cart but doesn’t check out, sending a reminder email with a special offer can help nudge them to complete the purchase.

• Product recommendations: If a customer frequently buys a certain type of product, you can send them personalised recommendations for similar products they might like.

• Post-purchase follow-ups: After a customer makes a purchase, you can send a thank-you email with suggestions for complementary products or services.

Using behavioural targeting in this way ensures your content is relevant and timely, which leads to higher conversion rates.

Dynamic Content for Email and Landing Pages

Dynamic content is content that changes based on the recipient's data or behaviour. This strategy is highly effective for personalising emails and landing pages, making them more engaging and relevant to individual users. Instead of sending a generic message to everyone, dynamic content allows you to present different images, copy, and offers based on customer segmentation.

1. Personalised Email Content

In email marketing, dynamic content can be used to change various aspects of the message based on the recipient’s information. For example:

• Product recommendations: Include product recommendations based on previous purchases or browsing behaviour.

• Location-based offers: Tailor offers based on the customer’s location. For example, a customer in a colder region might receive an email offering winter gear, while someone in a warmer climate might see offers for summer apparel.

• Segmented messages: Use dynamic content to target different customer segments with personalised messaging, whether they are first-time visitors or loyal customers.

2. Personalised Landing Pages

Dynamic content can also be used to create personalised landing pages that change based on the visitor’s data. For example:

• Referral source: If someone clicks on a Facebook ad, the landing page can show content tailored specifically for Facebook users. If they arrive from a Google search, the page can be customised based on the keywords they searched for.

• Product-focused pages: If a visitor has previously browsed a particular category on your website, you can display relevant products or offers on the landing page.

Using dynamic content creates a more seamless and personalised experience for users, increasing the likelihood of conversion.

Real-World Examples of Advanced Personalisation in Action

Let’s take a look at some companies that are leading the way in advanced personalisation and the results they’ve achieved.

1. Amazon

Amazon is one of the best examples of advanced personalisation in action. The company uses behavioural targeting to personalise almost every aspect of the customer experience. From the moment a customer logs in, Amazon shows tailored product recommendations based on their browsing history, previous purchases, and even what other customers have bought.

Result: Amazon's personalised recommendations account for a significant portion of their sales. By leveraging customer data effectively, Amazon is able to keep users engaged and make shopping feel more personalised, leading to higher conversion rates.

2. Netflix

Netflix’s recommendation algorithm is another great example of behavioural targeting. The platform uses customer data to suggest movies and TV shows based on past viewing behaviour, ratings, and even how long someone watches a particular type of content.

Result: This level of personalisation has helped Netflix achieve a high retention rate, with the majority of users discovering new content through recommendations. It creates an engaging experience where the platform feels tailor-made for each user.

3. Spotify

Spotify uses personalisation to enhance the listening experience, with features like “Discover Weekly” and “Release Radar.” These playlists are personalised based on your listening habits, including the songs, artists, and genres you listen to the most.

Result: Personalised playlists increase engagement and time spent on the platform, which in turn boosts customer loyalty and subscription rates.

Tools to Implement Advanced Personalisation

To execute advanced personalisation effectively, you need the right tools. Here are a few tools that can help you deliver personalised experiences at scale:

1. HubSpot

HubSpot is a comprehensive inbound marketing platform that offers advanced personalisation features for email marketing, landing pages, and website content. With its smart content features, you can create dynamic content that changes based on a user’s interactions, location, or contact details.

2. Optimizely

Optimizely is a leading A/B testing and experimentation platform that allows you to personalise content on websites, mobile apps, and other digital channels. It’s perfect for testing different personalisation strategies to find what works best for your audience.

3. Dynamic Yield

Dynamic Yield is a personalisation platform that uses machine learning and behavioural data to optimise the customer experience across multiple channels. It can be used for web personalisation, email marketing, and product recommendations, making it a great tool for businesses that want to personalise at scale.

4. Adobe Target

Adobe Target is a robust personalisation and optimisation platform that enables marketers to create highly personalised experiences across web, mobile, and email channels. With its advanced A/B testing and segmentation features, it’s ideal for delivering targeted content that resonates with individual users.

Ready to Personalise?

In today’s competitive marketing landscape, basic personalisation isn’t enough. To truly engage and convert your audience, you need to implement advanced strategies like behavioural targeting and dynamic content. By leveraging the right tools and data, you can create personalised experiences that feel authentic and relevant to your audience.