What is content personalisation?
Content personalisation is a strategy that aligns marketing efforts—including offers, content, and messaging—with the preferences and behaviours of an audience, either at an individual or group level.
Cart abandonment emails are an example of content personalisation. When someone leaves an item in their online shopping cart, they may receive an email referencing the exact item they did not purchase. This is an instance of behavioural targeting—an individual takes an action on a digital channel, and they receive timely personalised content that reflects that action.
Why content personalisation is important for B2C marketers
Content personalisation is essential for B2C marketers because it is the key to delivering relevant messages to their audiences.
The average consumer is experiencing marketing fatigue. With so many brand messages competing for their attention across multiple channels daily, consumers are only willing to engage with those that matter to them. Content personalisation—and the data infrastructure that supports it—is the best way to craft those messages and experiences.
Amazon has also conditioned customers to expect personalised experiences, whether through product recommendations, special promotions, or content suggestions on Prime Video. The standard has been set—and all B2C experiences must now incorporate some form of personalisation to remain competitive.
The benefits of content personalisation
- Enhanced audience engagement: People are more likely to engage with messages that reflect their own experiences, preferences, and actions. These messages follow a logical sequence of personal experiences rather than appearing randomly.
- Higher customer loyalty: Personalised content signals to customers that they are known and valued. For example, educational content that teaches customers how to get the most from a product they have purchased can enhance their experience and foster brand loyalty.
- Higher conversion rates: Behavioural and predictive targeting are highly effective in boosting conversion rates. They respond to actual actions taken by an individual online, ensuring messages are timely and relevant to the recipient.
- Efficient resource allocation: Mass marketing campaigns can still yield some results—but at what cost? Content personalisation enables more strategic marketing efforts, ensuring messages reach the right people at the right time in the right way. This approach helps allocate marketing budgets more efficiently, ultimately improving return on investment.
How content can be personalised
- Behavioural targeting: Messages triggered by specific online interactions, such as browsing history or past purchases, delivered in a timely manner.
- Demographic personalisation: Messages tailored to broader audience characteristics, such as age, location, and income.
- Contextual personalisation: Messages that reflect the situational aspects of an interaction, such as time of day or device type.
- Predictive personalisation: Product and content suggestions based on previous purchases or online behaviour.
- Dynamic content integration: Content blocks that change based on factors such as the recipient’s first name, location, browsed products, and purchased products.
How Klaviyo supports content personalisation strategies
- Data integration: Klaviyo integrates with multiple data sources, creating a single customer view that enables effective personalised marketing strategies.
- Advanced segmentation and targeting: With Klaviyo, you can build detailed audience segments based on multiple factors, including purchase history, browsing behaviour, lifestyle preferences, cart abandonment, and message engagement.
- Automation tools: Klaviyo enables marketers to scale personalisation across email and SMS channels, with messages that send automatically based on dynamic audience segments and predefined online interactions.
Klaviyo has helped 167,000 businesses create personalised customer journeys. Sign up for Klaviyo and get started today.