5 Brilliant Examples of Personalized Marketing and Why They Worked

3 min. read

Lorna Keane / May 04, 2017

Figures from Salesforce reveal that high performing businesses use data-targeting and segmentation 51% more than underperforming businesses. It stands to reason.

Today’s consumers expect personalization, and brands who use data-driven marketing campaigns to deliver this are seeing the results.

According to Marketingprofs, businesses that personalize web experiences see an average 19% increase in sales.

What’s more, Accenture’s 2016 survey shows that more than one in two consumers (56%) are more likely to shop at a retailer that recognizes them by name, while two in three (65%) are more likely to shop at a retailer that knows their purchase history. So not only do customers expect personalization, they value it.

Here, we look at six brilliant examples of personalization in practice that prove the value in getting to know your audience.

1. Point Defiance Zoo & Aquarium

In an effort to boost membership numbers, the Washington team analyzed their data to identify which postcodes were home to the zoo’s most frequent guests, targeting discounted campaigns to others within those catchment areas.

This resulted in a 13% increase in membership during Q1 alone.

Audience profiling by location enables brands to target lookalike consumers to expand their reach in a more targeted way.

2. Marie Curie

Encouraging people to collect money for the charity on the high street, The Great Daffodil Appeal was launched, gathering each supporter’s geolocation data and matching this with its database of collection sites.

This information was used to integrate a real-time personalized map in the email campaign detailing the supporter’s nearest collection sites. The charity then used modelling to derive a target population and drive persona-driven messaging based on collection history and previous interactions with Marie Curie.

The campaign boosted registrations year on year, with a high skew towards online sign ups.

Consumers want to know how something directly impacts them, so personalization is sure to give a message greater resonance.

3. Matsmart

The Swedish sustainable food retailer wanted to raise awareness of its offering on Facebook. It ran a series of prospecting campaigns segmented by the main target audiences, grouped mostly by demographics, designed to drive new visitors to its website.

The retailer then ran highly relevant dynamic ads featuring different products, based on different Facebook user profile segments.

Between October 2015 and March 2016 it achieved an 84% increase in website revenue.

Segmenting audiences enables brands to display the most relevant products or services to the right consumers at the right time.

4. O2

Looking to make their ‘tariff refresh’ ad more relevant and engaging for mobile audiences, the team used data based on device and location to tailor their messaging to their consumers.

Using this data, they could offer personalized ads that showed what the best offer for that individual was, what similar users preferred to upgrade to, and where their nearest store was located.

The personalized ads performed 128% better in terms of click-through rate.

Understanding how consumers use their devices, in conjunction with other behavioral data, you can optimize a campaign for more impactful results.

5. EasyJet

To mark its 20th anniversary, the brand launched a data-driven campaign that brought each customer’s travel history with the airline to life. Its email campaign used customer data to build individual stories, such as when and where they first travelled with easyJet, and where they might like to go next.

The emails used 12 modules combining graphic devices, destination imagery and copy based on 28 key data points.

A total of 12,473,608 unique emails were sent, and open rates were over 100% higher than the average easyJet newsletter – with 25% higher click-through rates.

Storytelling that leverages customer data enables brands to drive more meaningful connections on a personal level and increase brand loyalty.

5 key considerations when creating personalized marketing campaigns:

  1. Know who you’re targeting by interrogating your data – from basic demographics to online behaviors, attitudes, interests and perceptions.
  2. Build real-life, data-driven personas of your target groups, and personalize your communications for each of them
  3. Use dynamic content to personalize the customer experience based on interests and browsing behaviors.
  4. Find out what social platforms your audience prefers, when they’re likely to be online and what sort of content they like to engage with.
  5. Take device ownership and usage into consideration to know what, how and where to optimize.

Like what you’ve read? Check out our latest device summary report to drive more personalized campaigns with insights that count.

Download Device Q1 2017