What is personalised marketing?

Personalised marketing is a strategy that tailors marketing initiatives to individual customers. With customer data and insights from multiple sources, businesses can create targeted and relevant messages, offers, and experiences. This approach increases customer engagement and conversion rates, and ultimately strengthens the relationship between the brand and the customer.

Personalised marketing goes beyond static campaigns—it’s about using real-time data to dynamically tailor messaging and offers to each customer. By understanding people’s behaviours, preferences, and needs, businesses can create interactions that feel uniquely crafted for the individual, no matter how many customers they serve.

A B2C CRM enables personalised marketing by managing customer relationships at scale, integrating data, segmenting customers, and automating message delivery across the entire customer lifecycle. With a unified view of the customer, businesses can craft targeted, relevant interactions across multiple channels, including email, SMS, social media, and customer service. This approach embeds personalisation into every aspect of the customer journey, fostering long-term loyalty and increasing lifetime value.

Why personalised marketing is important

Higher conversion rates: By delivering tailored offers and recommendations based on customer interests, browsing history, and past behaviours, B2C brands can create moments of genuine relevance that drive purchases. For example, a customer who recently browsed fitness gear might receive a timely discount on related products, increasing the likelihood of a sale.
Higher customer retention: By providing consistent, personalised experiences, brands can foster deeper relationships and loyalty. Customers are more likely to stay engaged with a brand that understands their needs, preferences, and habits, making them feel valued over time.
Higher engagement: The delivery of dynamic, individualised content through email, SMS, social media, and even website interactions captures attention and keeps customers connected to your brand. Higher click rates, social media shares, and positive brand sentiment naturally follow when customers see content that resonates with their interests.
More efficient resource allocation: By targeting specific customer segments with tailored messages, brands can focus their efforts and budgets where they matter most. Instead of wasting resources on generic, irrelevant campaigns, businesses can allocate their marketing spend to initiatives that deliver measurable ROI, driving growth and customer satisfaction simultaneously.

Key elements of personalised marketing

Data collection and analysis: A B2C CRM serves as the hub for customer data, unifying purchase history, browsing behaviour, and demographic information into a single source of truth. By eliminating silos, it ensures all teams—marketing, sales, and support—have access to consistent, actionable insights. This is how businesses can deliver personalised experiences that drive engagement, purchases, and loyalty.
Customer segmentation and targeting: When brands are operating with a unified customer view, they can dynamically segment customers based on demographics, behaviours, purchase history, and preferences. With precise, real-time segmentation, businesses can target specific groups with personalised messages and offers that resonate deeply, such as exclusive perks for high-value buyers.
Personalised content and experiences: A B2C CRM enhances personalisation with dynamic content, AI-driven recommendations, and cross-channel, cohesive experiences. By tailoring marketing messages, product recommendations, and website experiences to each customer’s preferences, businesses can deliver personalised emails, targeted ads, and customised product suggestions across channels. This level of precision boosts customer engagement, fosters brand loyalty, and ensures every interaction feels relevant and impactful.

How to implement a successful personalised marketing strategy in 3 steps

Set clear goals and objectives: Define what you want to achieve before diving into personalisation tactics. Whether it’s increasing customer loyalty, driving conversions, or improving satisfaction, set clear goals that align your marketing personalisation strategy with your overall business objectives.
Choose the right personalisation tools: Effective personalised marketing requires the right tools. Klaviyo offers a suite of powerful personalisation tools designed to help businesses deliver tailored experiences. From dynamic email content to behavioural tracking, Klaviyo empowers businesses to create campaigns that resonate with their target audience.
Use customer data to drive personalisation: Understanding your customers’ preferences and behaviours is key to deeper personalisation. With customer data from a variety of sources, you can segment your audience and deliver targeted messages that speak directly to their interests. Klaviyo integrates with over 350 other tech platforms, allowing businesses to collect and analyse a wealth of customer data to fuel their personalised marketing efforts.

Examples of effective personalised marketing

Personalised email marketing campaigns: Segment your email list based on demographics, interests, and purchase history to send targeted messages. Personalised emails with customised product recommendations, exclusive offers, and personalised subject lines result in higher open rates and click rates.
Dynamic website content and product recommendations: Websites that adapt to visitors create highly personalised experiences. Data such as browsing history, past purchases, and customer preferences help businesses display relevant content and product recommendations, enhancing user experience and increasing the likelihood of conversion.
Targeted social media advertising: Deliver personalised ads to specific audiences with data on demographics, interests, and online behaviours. Personalisation on social media creates ads that customers actually pay attention to, which increases brand awareness and drives conversions.

A B2C CRM can help businesses manage the entire customer lifecycle with personalisation in mind. From pre-purchase personalisation in marketing campaigns to data-powered support during transactions, all the way to post-purchase loyalty-building through tailored retention campaigns, your business is empowered to meet customers wherever they’re at in their journey with your brand.

Overcoming challenges in personalised marketing

While personalised marketing can greatly enhance customer engagement and drive conversions, it also presents challenges that businesses need to address, including:

Breaking down data silos: A B2C CRM consolidates marketing, support, and ecommerce data into unified customer profiles, making it the foundation for personalised marketing at scale. By centralising data from multiple sources, it eliminates silos and provides a complete view of each customer’s interactions and preferences. With built-in AI and machine learning, a B2C CRM automates data analysis, uncovering patterns and trends that enable precise personalisation and actionable insights across the entire customer journey.
Balancing personalisation with privacy: Built-in compliance tools for regulations such as GDPR, CCPA, and more help marketers manage consent, handle data responsibly, and maintain transparency, enabling businesses to personalise interactions without compromising customer privacy. By prioritising both personalisation and compliance, B2C CRMs empower brands to foster trust and loyalty at scale.
Ensuring seamless integration across marketing channels: By unifying email, SMS, social media, and more into a single platform, a B2C CRM allows businesses to create and manage personalised campaigns effortlessly. This integration ensures every interaction aligns with the customer’s journey, providing a cohesive and engaging experience that builds trust and drives loyalty.

Addressing these challenges allows businesses to unlock the full potential of personalised marketing and deliver exceptional experiences to customers. Klaviyo provides the tools and expertise to help businesses overcome these challenges and implement effective personalised marketing strategies. Ready to get started with personalised marketing? Klaviyo’s suite of tools and features can help you seamlessly execute your marketing personalisation strategy, delivering the right message to the right customer at the right time. Sign up for Klaviyo and start personalising your marketing today.