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.