What is content personalization?
Content personalization is a way to match marketing strategies—including offers, content, and messaging—to the preferences and behaviors of an audience, either on an individual or group level.
Cart abandonment emails are an example of content personalization. When someone abandons an item in an online store, they may receive an email that references the exact item they didn’t purchase. This is an instance of behavioral targeting—someone took an action on a digital channel, and they received timely personalized content that reflects the action.
Why content personalization is important for B2C marketers
Content personalization is important for B2C marketers because you can’t deliver relevant messages to your audiences without it.
The average consumer is experiencing marketing fatigue. With so many brand messages competing for their attention across multiple channels every day, consumers are only willing to interact with the ones that matter to them. Content personalization—and the data infrastructure that supports it—is the best way to craft those messages and experiences.
Amazon has also conditioned customers to expect personalized experiences, whether it’s through product recommendations, special promotions, or content suggestions on Prime Video. The standard has been set—and all B2C experiences must now contain some form of personalization to compete.
The benefits of content personalization
- Enhanced audience engagement: People are more likely to click on messages that reflect their own experiences, preferences, and actions. These are messages they already expect because they follow a logical sequence of personal experiences, as opposed to messages that show up in front of them at random.
- Higher customer loyalty: Personalized content is a signal to your customers that you know and value them. For example, educational content that teaches people how to get the most out of the product they purchased can create a better customer experience and inspire more brand loyalty.
- Higher conversion rates: Behavioral and predictive targeting shine as a way to improve conversion rates. This is because they respond to actual actions someone takes online, making messaging timely and relevant to the individual who took the action.
- Efficient resource allocation: Batch-and-blast marketing can still yield some results—but how much money would you have to spend to see those results? Content personalization is a way to be more intentional with your marketing strategies, so they’re speaking to the right people in the right way at the right time. This specificity can help you allocate your marketing budget more efficiently and ultimately improve return on investment.
How content can be personalized
- Behavioral targeting: messages that follow specific online interactions, such as browsing history or past purchases, in a timely fashion
- Demographic personalization: messages that acknowledge or speak to broader audience characteristics like age, location, and income
- Contextual personalization: messages that reflect the situational elements of an interaction, like time of day or device type
- Predictive personalization: product and content suggestions based on previous purchases or online interactions
- Dynamic content integration: content blocks that change depending on factors like the recipient’s first name, location, browsed products, and purchased products
How Klaviyo supports content personalization strategies
- Data integration: Klaviyo integrates with multiple data sources, which ladder up to create a single customer view that makes personalized marketing strategies possible.
- Advanced segmentation and targeting: With Klaviyo, you can build complex audience segments based on multiple factors, such as purchase history, browsing behavior, lifestyle information, cart abandonment, and message engagement.
- Automation tools: Klaviyo makes it easy to scale personalization across email and SMS channels, with messages that send automatically based on dynamic audience segments and predetermined online interactions.
Klaviyo has helped 157,000 businesses create personalized customer journeys. Sign up for Klaviyo and get started today.