Personalization
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Personalization is the use of data to tailor the content, timing, and context of communications at the individual level. It goes beyond inserting a first name to reflect role, interests, lifecycle stage, and observed behavior.
- Forms of personalization:
- Copy and imagery that speaks to industry or persona.
- Offers aligned with past product usage or purchase history.
- Timing that reflects time zone or typical engagement behavior.
- Outcome: Increased relevance, improved engagement and conversion rates, and better customer experience.
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