Using someone's first name in email marketing is something most marketers do these days. However true personalisation goes a lot further.
By understanding your customer's preferences and buying behaviour you can provide them with content they have a real interest in. Give your audience a truly personal customer experience and you will see engagement levels shoot up. Get this right, and you could improve your conversion rate ten-fold.
The infographic in below article shows however that true personalisation is difficult because data is scattered, resulting in inconsistent customer experiences.
Although 66 percent of marketers state that their personalization efforts are “very good” or “excellent,” only 16 percent of them are actually able to provide behavior-based marketing in real time across multiple channels.