This article was originally published on Sept. 24, 2018 and updated on April 16, 2021.
Learning how to use personalization in your marketing can be the difference between you creating ineffective messages that fly right past your target audience or you building high-performing sales campaigns your ideal prospects couldn’t ignore if they wanted to.
The rest of this post will look at how to use personalization to make your sales messages more targeted, effective and powerful.
What is personalization?
Before we look at how to use personalization, let’s clarify what personalization is. Many marketers and brands confuse the concepts of personalization with customization.
Customization is done by the customer. The customer actively makes choices that change their branded experience.
Personalization is done by the brand. The brand considers the customer’s habits, actions and interests and then, changes the branded experience based on those factors. The customer is passive and does … Read the rest