Content Personalisation

Content personalisation describes the deliberate tailoring of content to individual recipients or visitors. Instead of showing everyone the same message, text, images, product recommendations or offers vary by traits such as location, industry, past behaviour or interests. Personalisation can range from a simple salutation to a complete content rearrangement.

Which stages exist

Stage one is simple personalisation with salutation or company name from the master data. Stage two is segmentation, where pre defined groups receive different content. Stage three is behaviour driven, for example recommendations based on previously viewed products. Stage four uses predictive models and AI to decide in real time which content is likely to work best for which user.

Where personalisation makes an impact

In email marketing it demonstrably lifts open and click rates. On websites it raises conversion rates by reducing irrelevant content for the given visitor. In ecommerce it grows basket value through fitting cross sell suggestions. Poor personalisation quickly feels intrusive or creepy, especially when recipients notice that very private data points are being used.

Reference to JD Mail and JD Partner

JD Mail allows template fields to be filled with individual data per recipient through placeholders and conditions. Segments and sendoptions let you cut delivery paths precisely. JD Partner gives advertisers detailed audience selections so the served creative actually matches the audience and waste is minimised.