Personalization is a technique that companies use to create personal interactions and experiences for clients, leveraging digital marketing technology.

There are two types of personalization: manual personalization, manually controlled by the marketer according to defined criteria, or personalization based on predictive algorithms, which relies on AI. These types of personalization can be used across different media, including in e-mails and on websites. The general objective is to offer a unique and customized experience to consumers, and increase brand loyalty in return to maximize sales.

According to the Aberdeen group, personalized emails can increase click rates by 14% and conversion rates by 10%.

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