Why Personalisation Matters in Marketing

I remember the first time I opened a campaign email with my name in the subject line: "Amos, Here's Your Special Offer." Sure, it was a basic level of personalisation, but it caught my attention. Personalisation works because it shifts the focus from the business to the individual. It says, "Hey, we're not just shouting into the void; we see you."

In today's crowded digital landscape, customers are bombarded with generic messages. Tailored collateral can cut through the noise, showing your audience you understand their needs and value their individuality.

Crafting Marketing Collateral That Speaks Volumes

Creating personalised marketing materials isn't just about slapping someone's name onto a brochure or email—it's about tailoring the entire experience. Here's how:

1. Know Your Audience Like an Old Friend

Think of your audience as a friend you're trying to impress with a thoughtful gift. You wouldn't pick something random; consider their interests, needs, and challenges. Use data and research to truly understand your audience—what keeps them up at night, what excites them, and what solutions they're searching for.

Example: An Irish jewellery brand created a personalised email campaign targeting different customer segments. They paired product recommendations with customer browsing history, leading to a 20% increase in conversions.

2. Leverage Technology Without Losing the Human Touch

Let's be honest—marketing tech can feel a bit overwhelming. CRM systems, email automation, analytics platforms—there's a lot. But the trick is to use these tools to enhance personalisation, not replace it. Data segmentation and predictive analytics can help you deliver the right message at the right time.

3. Design with Intention

It's not just what you say—it's how you say it. From typography to colour palettes, your design should reflect your brand's personality while resonating with your target audience. Keep the visuals simple, relatable, and easy to navigate.

Case Study: Airbnb's Tailored Approach

Airbnb nails personalisation by offering property recommendations based on past bookings and preferences. Their marketing emails often include destination suggestions like, "Dublin calling your name, Amos?" The tailored tone and imagery make you feel like the brand knows exactly what you need.

Building Loyalty Through Personalisation

Personalisation isn't just a flashy gimmick—it's a long-term strategy for building loyalty. When customers feel understood, they're more likely to stick around. According to a recent survey, 80% of consumers are more likely to purchase from brands that offer personalised experiences.

Overcoming the Challenges of Personalisation

Sure, it's not all rainbows and sunshine. Personalisation comes with challenges—like finding the balance between being helpful and being creepy. (Ever had an ad for something you whispered about appear on Instagram? Yeah, let's not do that.)

A Final Reflection: Make It Personal

Personalised marketing collateral is more than a trend; it's a way to forge genuine connections with your audience. Start small, test often, and don't be afraid to get it wrong—it's all part of the journey.

Let's Collaborate

Ready to level up your marketing collateral with a personal touch? At BrandNew Creative, we specialise in creating tailored experiences that resonate. Let's craft something extraordinary together. Explore our marketing collateral design services.

Image source:
Airbnb official website