45 Examples of Brands Using Personalized Marketing to Engage

The data supporting the effectiveness of personalization in modern marketing is conclusive. What’s less certain is marketers’ ability to take full advantage of these highly-targeted messaging opportunities.

According to research conducted by SmarterHQ, “72% of consumers in 2019 said they only engage with marketing messages that are customized to their specific interests.” Further, according to Epsilon, “80% of consumers are more likely to make a purchase from a brand that provides personalized experiences.” But, here’s the kicker, while it’s obvious that personalization is critical to modern marketers, 63% of marketers say data-driven personalization is the toughest tactic to execute.

Marketers’ inability to leverage proper personalization has a measurable impact on consumer satisfaction; according to Adobe, 66% of consumers say encountering content (e.g. offers, ads, promotions) that isn’t personalized would stop them from making a purchase.

If you’re eager to put personalization to work for your brand, the 45 campaign case studies below will give you the inspiration needed to craft the kinds of experiences your customers crave. Don’t stay in the ranks of the majority of companies that can’t successfully use personalization: pick one or more of the approaches described below and get started today.

Identity-based campaigns rely on customers to self-select into segments that can then be targeted with personalized messaging, or they draw on existing consumer data to serve up ads and promotions that are likely to appeal to individual groups.

What is personalized marketing?

Personalized marketing is the practice of tailoring your marketing messaging and tactics based on the data and available information collected on your audience and contacts. The data that can be used to personalize marketing can range from demographic and geographic information to interests, shopping preferences and purchase history.

In essence, when you use data to customize your content and the messaging via email, ads, your website or app, or any other touch point with your brand, you’re using personalized marketing.

Why is personalized marketing so important?

When properly executed, personalized marketing generates value for both the customer and the brand. And those benefits far exceed the cost and resources necessary, including:

  • Better return on investment (ROI)

For starters, personalized marketing is a far more cost-effective strategy than traditional, generic advertising.

When a customer receives an advertisement or branded message that is tailored to them, their interests and pain points, they are far more receptive to that brand’s message and, in turn, more likely to convert. Conversely, when that message and experience is generic, a significant portion of your audience is going to have no interest in what you’re saying or use for what you’re selling.

Reportedly, personalized marketing can increase sales by 10% or more and deliver a return on investment (ROI) of up to 8X.

  • A more satisfying customer experience

The better a brand customizes their marketing to the wants and needs of their audience, in particular pain points, the more likely they are to create a more satisfying overall customer experience, engage their audience and build trust. But the benefits to tailoring your marketing to the individual doesn’t end at having just one satisfied customer. Those satisfied customers then often go on to then recommend your brand to their friends and family.

Some stats for you to ponder: 86% of consumers are willing to pay more if it means a better customer experience and 80% say they are more likely to make a purchase when a brand offers a personalized experience.

  • Increased customer loyalty

It’s no great secret that loyal customers are valuable. In fact, customer experience and a lack of personalization is one of the most cited sources of churn.

Curating the customer experience to match the lifestyles and livelihoods of customers is key to making them happy and feel welcome. This is especially important when you realize that 65% of a company’s business comes from repeat customers and 40% of customers say they will become repeat customers of a business that offers a personalized customer experience.

1. Coca-Cola’s “Share a Coke”

Way back in the distant year of 2014, Coca-Cola kicked off a trend in personalization with an innovative new idea – one that is still having significant impacts on marketing best practices today.

Ogilvy’s “Share a Coke” campaign for Coca-Cola rolled out in Australia before being launched worldwide, but not before resulting in 12 million media impressions, a 7% increase in young adult consumption, and a 4% increase in category.

Coca-Cola’s Share a Coke campaign

(Image source: Bandt)

2. Paper Style’s Segmentation Email

Paper Style used a simple group segmentation question to sort its subscribers into two separate timelines that received more highly-targeted emails. Compared to its previous results, “Paper Style’s open rate increased by 244% and their click-through rate increased by 161%.”

Paper Style’s Segmentation Email

(Image source: Kissmetrics)

3. ASOS’s Social Connection Prompts

When new customers enroll, ASOS prompts them to connect their social accounts, giving the company gender, location and other data points upon which to send more targeted messages. This cleverly leverages data stored elsewhere, for example, Facebook, without requiring customers to enter the data themselves.

ASOS’s Social Connection Prompts

(Image source: BigCommerce)

4. BustedTees’ Time Zone Segmented Emails

BustedTee hyper-targeted the times at which it sent its email messages, resulting in an 8% lift in email revenue overnight from personalized send times, a 17% increase in total email response rate, an 11% higher click-through rate, and a 7.6% increase in post-click site engagement. Most marketing automation software today uses built-in time zone schedulers for email marketing, making it even easier to ensure your email campaigns work around your customers’ schedules.

BustedTees’ Time Zone Segmented Emails

(Image source: GetUplift)

5. The Bowery Presents Location-Based Emails

For a perfect example of using a subscriber’s location to personalize emails, look no further than The Bowery Presents’ promotional messages. They necessarily use location-specific information, since, after all, they’re promoting events and goings-on in specific places, so it was imperative that they incorporate subscriber’s location-based information into their marketing campaigns to improve targeting and produce personalized, relevant content for their subscribers.

The Bowery Presents Location-Based Emails

(Image source: HubSpot)

6. Spartan Race’s Location-Based Emails

Like The Bowery Presents, Spartan Races targets its email messages based on the recipients’ locations. The impact of adding this type of personalization was a 50% increase in website traffic, a 25% increase in new users, and a 13% increase in conversions.

Spartan Race’s Location-Based Emails

(Image source: SmartInsights)

Though some of the examples in the section above incorporate the use of email marketing, there’s so much more you can do with this particular channel, as the campaigns below demonstrate.

7. Hubspot’s Account Rep Personalized Triggered Emails

Hubspot tested email opt-in response messages sent from the company against those personalized with account reps’ information. The original messages led to a click-through rate of 0.73%. When they were sent from someone on HubSpot’s marketing team, the click-through rate increased to 0.96% and generated 292 more clicks. It’s a simple trick, but it’s been proven multiple times that receiving an email from an actual person is more appealing and results in better open and click-rates compared to receiving it from a brand or wider company. So instead of sending an email from ‘the marketing team’ try sending it from a member of said team.

Hubspot’s Account Rep Personalized Triggered Emails

(Image source: Kissmetrics)

8. Codecademy’s Paired Landing Pages and Emails

Codecademy’s Black Friday offer of 25% off of a Codecademy Pro subscription is an excellent example of a campaign that drives conversions by paring an email with a dedicated landing page. When an email subscriber clicks the call-to-action in their email, they’re directed to a landing page that offers up more information, expands on the advanced features accessible with a Pro account and then allows them to convert — all wrapped up in bold colors, layered patterns and ample calls-to-action that all point toward the checkout. The best part: almost half of everyone that landed on this page converted.

Codecademy’s Paired Landing Pages and Emails

Codecademy’s Paired Email and Landing Pages

(Image(s) source: Unbounce)

9. TED’s Segmented Email Opt-Ins

TED, the beloved global conference uses the opt-in form to allow their subscribers to choose what kind of content they wish to see. While you often want to do this for your potential customers by cleverly using data you collect and working behind the scenes to present them with the content you know they’ll love, TED actually puts that power in the hands of their subscribers with a simple form they can fill in that tells TED what that subscriber wants.

TED’s Segmented Email Opt-Ins

(Image source: Delivra)

10. BBC’s Email Gamification

BBC found a creative way of engaging their email audience by sending an elaborate, gamified email to promote BBC One that enabled subscribers to hover over the images of the animals to learn more about them. This kind of gamification is brilliant at engaging your audience and getting them excited about a brand or product, but also builds excitement and anticipation. But gamification isn’t only for the email itself, it can also be used to improve email sign-ups in the first place by using gamification mechanics to drive conversions.

BBC’s Email Gamification

(Image source: Stripo)

11. Birchbox’s Hyper-Personalization

Birchbox – a subscription-based company that sends cosmetics, skincare products and sundry – use hyper-personalization in their communications to their subscribers to get them engaged with related products. By digging into their subscriber’s data, they can craft specific messages and recommendations that engage their audience. You can do this with product recommendations like Birchbox do, but it’s just as easy to do so with the content you produce. By segmenting your audience, you can use automation tools to send hyper-personalized newsletters to those audiences rather than just throw a generic, wide-reaching newsletter their way that they may not be particularly interested in.

Birchbox’s Hyper-Personalization

(Image source: HubSpot)

Personalizations can be based not just on who your subscribers are, but on the actions they take as well. This could take the form of messages that appear in response to activity triggers or those that are based on customized reports of an individual’s past activities.

12. charity: water’s Personalized Reports

We’ve talked about charity: water before and their outstanding emails and how they use email marketing to the fullest – and we’re doing it again. The charity organization that provides drinking water to developing nations delivers personalized donation reports to their donors that helps them visualize their contribution and also offer updates on the progress of those contributions. This can be translated into a number of different ways – that’s right, it’s not just for nonprofits – like providing personalized reports of how users are utilizing a product or service and opens the doors toward offering suggestions on how to maximize the value they get out of your product.

charity: water’s Personalized Reports

(Image source: HubSpot)

13. Grammarly’s Weekly Writing Updates

Grammarly expertly uses productivity reports to boost engagement from their users through their Weekly Writing Update. In the hyper-personalized email that goes out to their users, they include a number of useful insights – with a gamification flavor – from writing streak and productivity all the way to vocabulary and tone. It offers the user a personalized and engaging experience, but also draws their attention to the value they get out of the platform and encourages them to continue.

Grammarly’s Weekly Writing Updates

(Image source: Email Mastery)

14. HelloFresh’s Behavior-Triggered Email

HelloFresh – a subscription-based meal kit service – places new email subscribers but not-yet-customers into an onboarding sequence that not only introduces them to the Hello Fresh brand but also sends them emails based on their activity on their website (ie perusing menu options and familiarizing themselves with the brand’s offer) and encourages them to take the leap and become a customer. It can get intricate with the many pathways you can go, but with the help of a marketing automation tool, you can create behavioral triggers for certain emails that can catch potential customers at the right time and in the right way that turns them into happy customers. And here’s a figure to keep in mind: triggered emails have a more than 70% higher open-rate than other marketing emails.

HelloFresh’s Behavior-Triggered Email

(Image source: Campaign Monitor)

15. Stitcher’s Recommendation Engine Emails

Stitcher – the on-demand radio and podcast app – uses dynamic blocks in their emails to recommend related content that subscribers might be interested in. But more than just using dynamic content to target subscribers with relevant suggestions on their platform; by using responsive design elements that respond to mobile, users can easily hit the call-to-action to check out a new podcast or show, which creates a friction-free experience and helps push users towards the content.

Stitcher’s Recommendation Engine Emails

(Image source: HubSpot)

16. Revolve’s Pop-up Modals

A successful behavior-based trigger is the pop-up modal, specifically when there’s exit intent. Just look at designer clothing brand Revolve’s pop-up modal, which is triggered when a website visitor is indicating that they’re about to leave – typically by the cursor moving outside of the window toward the exit button. When triggered, Revolve’s pop-up offers a 10% discount in exchange for opting into their email list – which can lead not only to a sale but also add that visitor to their mailing list – double-win!

Revolve’s Pop-up Modals

(Image source: Campaign Monitor)

17. Boca Java’s Segmented Promotions

Gourmet coffee company, Boca Java, segmented their email list based on the number of bags of coffee their customers ordered and offered them a 17% discount on a three-pack of coffee. The promotion went out to three different segments — customers that bought 2, 3 or 4 bags of coffee. As a result, they learned that customers that had purchased two bags of coffee from Boca Java in the past were the most likely to make the most of the discount, giving them valuable data on that segment.

Boca Java’s Segmented Promotions

(Image source: Boca Java)

18. Spotify’s Personalized Radio Recommendations

We talked earlier about Stitcher’s emails that offered personalized recommendations with calls-to-action, but it’s important to recognize that that sort of tactic isn’t just for email campaigns. Spotify’s Discover Weekly playlist feature – which is based on users’ past listening habits – don’t just encourage subscribers to engage with the brand and other artists on the platform, it also creates a positive association with the brand through their curated playlists.

Spotify’s Personalized Radio Recommendations

(Image source: HubSpot)

19. Spotify’s User-based Marketing Campaigns

No stranger to personalized music recommendations, Spotify took to the streets way back in 2016 to use the incredible amounts of data it collected to target consumers. Using billboards, they poked fun at the listening habits of a select few of their users. More recently, at the end of 2019 as the world headed into the new 20s, they dug back to their mountains of data to compile a playlist for the decade rich in nostalgia and based on their millions of users’ own listening habits.

Spotify’s User-based Marketing Campaigns

(Image source: Forbes)

Thanks to new technology, video is now just as customizable these days as any other type of marketing message. And, with videos boasting greater engagement than standard messaging, there are plenty of incentives to invest in personalized, engaging video marketing.

20. Marketo’s Marketing Nation Summit Invitation

Marketo’s personalized video places the name of potential attendees inside the iconic “Welcome to Las Vegas” sign, making the invitation feel more meaningful than a stock video. Using customized videos like this is an excellent way to engage users, offer up a personalized experience in a format that they maybe don’t expect and also drive them toward a call-to-action.

Marketo’s Marketing Nation Summit Invitation

(Image source: Rocketium)

21. Vodafone’s Personalized Customer Communications

Vodafone, the UK telecommunications giant, used personalized videos with their customers to encourage them to renew their mobile plan and continue using the Vodafone service. While it’s clearly a branded exercise, there’s no doubt that it’s a great way to make your customers feel important and makes an otherwise cookie-cutter marketing email feel a little more personal and one-to-one.

22. Barclays Personalized Call-to-Action

When it comes to using a call-to-action, it can be tough to drive a subscriber to act. Oftentimes it’s a button at the bottom of a blog, a line at the end of an email or a pop-up on your website. Barclays, the UK banking multinational, used clever personalization in their videos featuring someone speaking directly to the viewer and drawing them to take action. If that’s not a compelling call-to-action, I don’t know what is.

Barclays Personalized Call-to-Action

(Image source: Rocketium)

23. Vidyard Taking Personalization to the Next Level

Oftentimes marketers are searching for a programmatic solution to marketing personalization, asking “How can we make personalized videos and content with software or some kind of program so we don’t have to do the work?” Well, while that’s certainly a common and useful tactic, there’s no harm in going all-in with personalization manually. Just look at the example of Vidyard, they opted out of using a standard script and software that imposes the name of the audience onto the board and instead took the time to know their audience and customize the experience in real-time, creating a genuinely personalized experience that removes the software middle-man and makes the audience feel known and appreciated. This isn’t something that would work for, say, a marketing blast to a 100,000-strong database, but in one-on-one, it’s undoubtedly a winner.

Vidyard Taking Personalization to the Next Level

(Image source: HubSpot)

24. Facebook’s Friendship History Videos

Social media giant Facebook leveraged its rich user history data to create highly-shareable videos based on past site interactions that encouraged people to continue to use the platform and also share the video with their friends and family. This creates an emotional connection for users by using their own memories and experiences and also demonstrates Facebook’s ability to keep and share those experiences with others.

Facebook’s Friendship History Videos

(Image source: Studio Tale)

25. Cadbury’s Personal Taste Videos

Like Facebook’s friendship videos, Cadbury’s personalized videos draw on a user’s data to create a customized capture. In a collaboration with Facebook, Cadbury invited viewers on Facebook to create a personalized video, taking a name and photo of the person they wished to dedicate the video to. It’s a great piece of viral marketing that created personalized, highly shareable content that created an emotional connection between Cadbury and its audience.

Cadbury’s Personal Taste Videos

(Image source: Studio Tale)

26. Oxfam’s Personalized Thank You

Another wonderful example of using personalized video content comes from the team at Oxfam. In a personalized thank you video sent to their donors, they not only thank them for their contributions that are helping people in need but also act as a strong solidifier of the decision to donate and acts as a reminder of the good they are doing by donating. Once someone has donated, they’re likely to do so again, so you can bet this encouraged people to continue donating to the organization and engaging with Oxfam.

Oxfam’s Personalized Thank You

(Image source: Studio Tale)

27. Vidyard’s Custom Seasonal Video

Customized videos don’t always have to be heavy on the branding or product placement, sometimes they’re a great way of simply saying Happy Holidays. Just look at Vidyard — I know, we’re talking about them again because they’re that good — they created a fun, personalized Christmas-themed video with a choose-your-own-adventure vibe to celebrate the winter holiday season. Keeping things fun can be a great way of maintaining the relationship with your customers without it always feeling like you’re trying to get them to buy from you and makes them feel like they’re more than just a paying customer.

Vidyard’s Custom Seasonal Video

(Image source: Rocketium)

28. Reltio’s Personalized Sales Pitch

So far we’ve given examples of how to use personalized videos in mostly B2C marketing, but what about B2B? Well, fear not, because there are ample opportunities to use personalized videos in that space. Just look at Reltio’s sales pitch video using personalization. The video is shared with companies that may benefit from Reltio’s services, as you would with your normal outreach campaigns, but it’s the little details included in the video that really sell Reltio. The video includes a number of personalization tokens — from the newspaper headline to a coffee mug. It’s a great tactic to grab the viewer’s attention, keep them engaged and connect the Reltio with the company they’re targeting.

Reltio’s Personalized Sales Pitch

(Image source: Rocketium)

It’s not just outreach messages that can be personalized to your target audience, even the content on your website can be dynamically adapted. There’s no shortage of tools and technologies out there that can make it happen.

29. Bills.com’s Debt Slider

Bills.com’s landing page slider allows the site to capture segmentation information and pass it along as part of the company’s lead capture process, facilitating more personalized communications in the future. This is a great way of engaging and creating value for potential customers as they utilize the feature to inform their decision-making process and can lead to a final conversion.

Bills.com’s Debt Slider

(Image source: HubSpot)

30. Trulia’s Home Valuation Tool

Trulia’s home valuation tool works in a similar way, but in this case, it provides new subscribers with valuable information in exchange for their personal information. Much like the personalization done by Bills.com, this is a great way of showcasing the range of products and services offered, as this is supplemental to their core business, but allows Trulia to collect contact information and build their CRM.

Trulia’s Home Valuation Tool

(Image source: Trulia)

31. Grey Goose’s Website CTA

Take a look at a different call-to-action button with Grey Goose. Their website features a simple call-to-action that offers a tailored cocktail. It deviates from the usual CTA that directs visitors to a specific product page, promotion or blog post, and instead offers visitors a chance to create their own personal, Grey Goose inspired cocktail that encourages them to pick up the product and try it for themselves.

Grey Goose’s Website CTA

(Image source: Hubspot)

32. Treehouse’s Personalized Freemium Offer

Another clever way to deploy a call-to-action, maybe not quite as clever as Grey Goose, is to make an offer a visitor just can’t refuse. Look at Treehouse, on their homepage they’ve planted a CTA that tells visitors ‘Claim your free trial.’ Now, a lot of brands offer this, look anywhere and you’ll see no shortage of ‘Start your free trial’ or ‘Create your free account,’ and the reason for that is clear: It works. Leaning heavily into the freemium model by offering prospects an opportunity to experiment with your product that can ultimately lead to them converting to a customer is a great way to grow your business. And add in the proper personalization, even as simple as saying ‘your free trial’ as opposed to ‘a free trial,’ and you’re off.

Treehouse’s Personalized Freemium Offer

(Image source: Hubspot)

33. Marketing Automation Insider’s Personalized Lead-Gen

When you sign up with Marketing Automation Insider, they ask you some very simple questions to help refine the content that you’ll see. This is great for so many reasons and it’s absolutely a marketing best practice. Firstly, it gives people who sign up control over what they see from you and allows them to make themselves comfortable with what they receive from you. Second, it gives you valuable data about what kind of customer they are and what their interests are. And third, in the back-end, they’ve just segmented themselves for you by telling you who they are and what they like, and now you’ll know how to target them more effectively.

Marketing Automation Insider’s Personalized Lead-Gen

(Image source: Venture Harbour)

34. Secret Escapes’ Personalized Landing Pages

Never underestimate the utility of a personalized landing page. Now, certain marketing software, like HubSpot, makes this nice and easy with dynamic landing pages that allow for different content to be shown for different users based on their data. But you can do this manually, too. Just look at Secret Escapes. They use personalized landing pages in their PPC campaign that enables them to show different landing pages for different search terms, so that way when someone searches for “spa retreats” they’ll know just what to show them. This means that when a visitor searches for something specific and clicks on Secret Escapes, they see the relevant information and offer, rather than, say, being thrown to their homepage with just general messaging. This is a great way to create a seamless journey, keep them engaged and drive them toward a final conversion. As for Secret Escapes? Well, they saw a 26% increase in sign-ups.

Secret Escapes' Personalized Landing Pages

(Image source: SmartInsights)

Opportunities abound for personalizing e-commerce experiences, from the email messages you send to shoppers to the content you display on your site to encourage sales.

35. Amazon’s Recommended Products

Amazon is a masterclass in clever marketing and their data-backed recommendation engine is one of the key drivers of their success. Leveraging the data they gain from their legions of customers allows them to produce a personalized list of relevant products that drive further (and repeat) sales. And this approach isn’t just for their website; it’s incorporated into their wider communications with customers like email. This ingenious approach to personalization is responsible for an estimated 35% of all the shopping that happens with the ecommerce giant, so it’s a proven hit and an important feather in their cap.

Amazon’s Recommended Products

(Image source: VWO)

36. Amazon’s Segmentation Emails

Amazon’s massive collection of customer data feeds directly into their email strategy, too. And just like their recommendation engine, it’s a work of genius. Using a customer’s previous behavior and purchase decisions, Amazon can create segmented lists of customers that then allows them to engage them more precisely and effectively. And not just that, they even ask customers for feedback, which allows them to refine those lists even more so by using those customers’ own preferences and offer customers control over what they see of the company.

Amazon’s Segmentation Emails

(Image source: BigCommerce)

37. Skandium Dynamic Content Blocks

Dynamic content blocks are an excellent way of adapting the content that a visitor sees based on certain behavior or available data. We’ve mentioned before the usefulness of having dedicated landing pages for specific audiences and segments. Well, dynamic content blocks can be used to accomplish this, either at the small scale, like offering pertinent information, or on a larger scale, like changing the entire language. Just look at interior design studio Skandium. Based on a visitor’s location, the website offers personalized offers and updates shipping information to make it a more seamless experience and give all the necessary information for a customer to convert.

Skandium Dynamic Content Blocks

(Image source: Barilliance)

38. Spotify’s Account Customization

Let’s revisit Spotify for a second. Aside from the cutting-edge technology that they employ to stream music and recommend relevant artists and music to their customers, they also give their customers the reigns to their experience. Throughout this piece, we’ve talked about how you can personalize your marketing, but there are also opportunities to allow your customers to personalize the experience for themselves. Spotify does this by allowing subscribers to create and share their music tastes and playlists with others, and before long they’ve curated their Spotify experience and become ultra-familiar with it. This creates a special connection between Spotify and its subscribers and increases the switching cost. And we’re not talking about cost here, we’re talking about abandoning all of that hard work. This kind of personalization makes brand loyalty stronger and makes it that much more difficult to churn.

Spotify’s Account Customization

(Image source: Venture Harbour)

39. Zalando’s Abandoned Cart Emails

Abandoned cart messages are the pinnacle of reengaging your unconverted potential customers. Reminding them of a missed opportunity or offering a discount on an item they were looking at is a great way of bringing them back to finalize a sale. Take German fashion retailer Zalando. Typically, you want to pounce on a ‘lost customer’ with an abandoned cart email (a la Amazon). But that’s not always necessary, Zalando waits and gives you a good reason to come back by notifying you that an ‘item in your cart’ is now on sale. According to SaleCycle, the average cart abandonment rate is over 79%, which means if you’re not employing a strategy to reengage those not-so-lost customers, then you’re leaving a lot of business on the table, especially when you realize that 45% of follow up emails are opened, 21% of those emails are clicked on and over 10% of people return to make a purchase.

Zalando’s Abandoned Cart Emails

(Image source: Sleeknote)

40. MeUndies Cross-Selling with Complementary Products

Cross-selling is a great opportunity to boost sales and turn what might be a single sale into multiple, and we’ve already covered cross-selling with things like data-driven recommendations. But there’s also an opportunity before a sale is even done to upsell or cross-sell. Just look at MeUndies, the upscale underwear and loungewear retailers. When you shop with them and before you complete a purchase, a gallery of complementary products under the heading ‘Complete the look.’ This gives MeUndies a great opportunity to get someone, already about to make a purchase, to add more items to their cart by showing related, complementary products.

MeUndies Cross-Selling with Complementary Products

(Image source: Business2Community)

41. Sur La Table’s Search Results Recommendation

Search pages offer another great opportunity to personalize your online marketing. While it’s important to have search pages to enable visitors to easily navigate your website, it’s also a good idea to include anticipated searches and autofill functions that can make navigation even easier but also offer up options that they may not have thought of when they first started typing in what they were looking for. Take a look at Sur La Table, when a visitor enters a search term, the autocomplete function offers suggestions that can spark visitors to explore more and may even expand their cart.

Sur La Table’s Search Results Recommendation

(Image source: Nosto)

41. TripAdvisor’s Dynamically-Generated Suggestions

TripAdvisor makes travel planning easy with suggestions and deals based on visitors’ search history. When a visitor is searching the internet for travel information, they are targeted by TripAdvisors dynamic ads, and they get very specific. Take the example below, when a visitor searches the internet for flights to a specific destination, a dynamic TripAdvisor ad appears with a competitive deal offer on accommodation where the person is traveling to. TripAdvisor’s ad is personalized in a number of ways here, from the product to the destination to the form.

TripAdvisor’s Dynamically-Generated Suggestions

(Image source: Autopilot)

Mobile marketing is one of, if not the fastest-growing sales channels available to brands and represents the next frontier in personalized promotions. With consumers spending more than 3 hours per day on a mobile device, brands can’t afford to overlook incorporating mobile into their personalization strategy.

43. Care/of Customized App

Given the ubiquity of smartphones, they’ve offered up far more convenient means of connecting with (and staying connected) with your customers. While many brands that operate online only really come into play when a potential customer is either shopping or researching, some others have taken mobile marketing to a new level by creating whole models that keep customers engaged beyond just a transaction and integrate with their day-to-day. Take Care/of, their whole model revolves around taking care of their users with tailored programs for self-care that include regular check-ins via the app. While, in the past, this was difficult to maintain on a computer, the ease of a smartphone and the Care/of app removes that hurdle. In doing so, Care/of has constant access to their users and is able to personalize experiences and offers in real-time.

Care/of Customized App

(Image source: Venture Harbour)

44. Pinterest Push Notifications

By now, everyone is familiar with push notifications. And also by now, everyone is familiar with dismissing push notifications because they’re disruptive or irrelevant. But push notifications on smartphones is an excellent way of urging people to take action and engage them, but in order to do that, you have to present a good reason to head your notification and not just swat it away. That’s where personalization comes in. Just look at Pinterest, they leverage users’ own data and interests to send specific and target push notifications that spur their users into opening and using the app. The more relevant and enticing you can make the notification, the more likely you are to bring people back to you.

Pinterest Push Notifications

(Image source: Instapage)

45. Starbucks’ Gamified App

The Starbucks app represents the ultimate personalized experience, making use of data captured regarding customers’ previous purchases, physical location, time of day and regular go-to store. Customers can place orders to pick them up, pay using the app and they even receive reward points for every purchase which can be exchanged later. The usual trappings of a loyalty scheme that once relied on keeping a stamp card with you at all times is all kept inside the app with plenty of room for other offers and features. All of this has allowed Starbucks to create a community of ardent Starbucks customers who use the gamified app on a daily basis.

Starbucks’ Gamified App

(Image source: Venture Harbour)

The main takeaway

Aside from showcasing the various ways that you can personalize your marketing to better engage and convert customers and hopefully inspire you, it’s important to do whatever personalization you can. Every effort to personalize your marketing is moving the needle forward and bringing you closer to seeing those results we talked about at the start. But if you’re not bothering to personalize your marketing, then your customers likely aren’t bothering with you and they’re leaning towards the brands that are making the effort.

And, if you’re interested in launching the most personalized of personalized experiences that leverage the relationship between your customers and their friends, then get in touch with us to see how referral marketing can work for you.