Personalisation is massive. Getting to grips with the ideas around this will drive your campaigns and marketing further forward.

Personalisation is nothing new, whatever industry you are in. Increasing your customers expectations is key and personalisation can be the holy grail into that realm.

A recent survey suggested that massive conglomerates, who implement personalisation into their marketing schemes, have increased their revenue by 15% year on year.

Personalisation is the new era but, the trouble is making this content meaningful for the customer or lead. This means that the content should not follow a template, it SHOULD be personal.

Implementing personalisation into your marketing scheme is a time consuming process, investment is needed as there is no quick fix to marketing problems. As such, not everyone has been able to conquer the personalisation kingdom and make large strides forward.

It is very easy to get caught up in the complexity and scale of the transformation. Understanding where your personalisation marketing is currently and where you want to get it to is the focus. Some of the biggest brands, organisations and companies take personalisation very seriously and, it can have some massive benefits. 

You must identify the steps to take in order to improve your personalisation and understanding how it measures up. 

Want to learn more on how you can capture your audience? Read up on our blog ‘identifying your target audience’

Getting to grips with personalisation

The first step in personalisation: go back to the basics by breaking it down into smaller segments and interactions. Looking at personalisation, we can class these as the four W’s:

  • Who
  • What
  • When
  • Where

It might sound like a simple concept, however, the ground work depends on you and how much of this personal content you include in your marketing. The easiest way is to focus on the Four W’s as a base point and work from there. Only when they are all brought into your customer interaction, you’ll be able to see the benefits.

Here are the four W’s. 

  • Who: Who you are trying to aim your personalisation towards is crucial as the message you are putting out to your customers and leads is what is going to attract them further. Cater towards your audience and what they want.
  • What: Make sure the message is delivered in the right way. Deliver the right content and make sure you take your chance to capture that lead.
  • When: Deliver messages at the precise moment is brilliant in success rate. It’s all about timing, Deliver your personalisation messages at the right time in the day.
  • Where: Messaging and communicating on the right channels is key. Through social media, website content and most importantly through communication such as email campaigns. Persuading them leads through the right channels and social media is important.

What you are trying to achieve is cheap and it is all about where you start. Taking a small “baby steps” towards the end goal could be the right way to reach that finishing line. 

What’s next for your personalisation?

Personalisation can be an invaluable tool where-ever your starting point is. It can cost a lot of money, as well as time, to plan a journey due to the potentially long transformation time. 


Defining your customer strategy may be the key to your success. Start with a customer journey such as mapping, segmentation and personalisation goals. Define the parameters of what you want to achieve by making it personal.

Have you considered the “atmosphere” of your content? You could start with a simple salutation using the customer’s username in emails. Each person could also be personalised individually which adds far more complexity to the design and implementation.


Determine the right technology for the journey you are trying to make. Discover the tools you are going to need for an implementation and, more importantly, how much are these tools going to cost you. A CRM or marketing cloud implementation might be in order?


Start a methodology. Scaling this task is no small job so, make a plan and stick with it. No-one can predict the twists and turns a job might take with future developments. You need to think in terms of development, how you are going to move forward and will this be in an agile format?


Think about an operational structure that supports and delivers this personalisation strategy – a more progressive operation or a smarter one? With collaboration being across teams, this will help your business reach one strategic result.

There you have it

So, a brief summary of personalisation through marketing, it’s a perfect tool in today’s marketing world. However, it has to be utilised in the right state. It’s a perfect way for your audience to feel personal connection towards your organisation. Want to learn more about this subject? Check out our other blog posts on personalisation.