Wednesday, August 16th, 2017
by James Booth

Let's make it personal!

Studies show that marketeers using personalisation to make their campaigns more relevant are not only getting a higher engagement rate, but are also generating far more sales from their campaigns. In contrast, it’s estimated that 86% of poorly targeted communication is binned before being read.

Make your communications more engaging by using our six-stage guide to personalisation – it’s time to start building better campaigns.

Stage 1: Static – No personalisation

Even the most sophisticated marketeer may conduct static campaigns and sometimes it is the best course. It doesn’t necessarily mean a lack of consideration, but in treating an audience as a whole, it’s not considered personalisation.

Stage 2: Identity – Using a customer’s name

The most basic step is addressing each person by name. This is easily added into the subject line of an email or into the body copy of your communication.

Stage 3: Insight-driven – Segmented target groups

Using insight to design customer segments takes the personalisation strategy to the next level. Though often fairly broad, segments allow you to move away from generic messages and communicate with more relevant dynamic content or creative, making messages more engaging to a specific group.

Stage 4: Enriched insight – Enhanced segmentation

Enriching insight with second- or third-party data enables you to develop more accurate views of your segment as well as their preferences, needs and interests. The end result typically uses dynamic content or creative to make messages substantially more relevant to a specific group.

Stage 5: Single customer view

An effective single customer view provides real-time, individual customer experience management across channels. Where insight-driven and enriched-insight personalisation bases communications on segment or group preferences, a single customer view enables you to tailor communications to an individual identity, behaviour and circumstance.

Stage 6: Predictive optimised

Predictive optimised marketing is at the more advanced end of the personalisation spectrum. It takes the single customer view approach a step further by using personal data to anticipate the customer’s future needs. Predictive scenarios or ‘next best actions’ can be calculated using variables such as past purchases and browse, click and cart activity, with the end goal of enhancing your communications with highly targeted offers.


At the core of any decision on personalisation is the need to keep the customer first. Personalisation is about improving the customer experience, so unless you have the interests of the customer at the forefront of your mind, you risk undermining the whole exercise.

Ask yourself if your personalisation strategy is adding value – and do you have the right data assets and technology to execute effectively? As you can see, the more sophisticated techniques require a fuller understanding of who your customers are, a robust set of actionable data and the technology to seamlessly bring it all to the customer to build better relationships.

At Denfield, we’re always pushing the boundaries of technology – and we’re always looking for the very best ways to communicate the right message through the right channels in the most effective and creative way for all of our clients. If you think you could benefit from this approach, get in touch today.