Content Personalisation: Engage and Convert

Feb 3, 2025

Personalisation is more than using a name in an email. It’s about delivering the right content to the right person at the right time. This approach boosts engagement and conversion.

Segment Your Audience for Content Personalisation

Segmenting your audience means dividing your email list into smaller groups based on specific criteria. This allows you to tailor your messages to meet each group’s unique needs and interests.

How to Segment Your Audience

  1. Demographics: Age, gender, location, and occupation.
  2. Behavioural Data: Purchase history, website interactions, and email engagement.
  3. Psychographics: Interests, values, and lifestyle.
  4. Firmographics: For B2B, consider company size, industry, and role.

Tools for Segmentation

  • Mailchimp: Offers powerful segmentation tools based on purchase activity, engagement, and more.
  • HubSpot: Provides advanced segmentation with CRM integration for detailed customer insights.
  • Klaviyo: Known for its robust segmentation capabilities, particularly for e-commerce businesses.
  • Afloat Digital’s Custom Solution: We offer a tailored segmentation service using our software. Our solution allows us to create precise audience segments, helping you deliver highly personalised content that resonates with your customers. Let us handle the complexities of segmentation so you can focus on engaging and converting your audience.

Example Segments for Different Businesses

  • E-commerce:
    • New Customers
    • Repeat Buyers
    • Cart Abandoners
  • SaaS:
    • Free Trial Users
    • Active Subscribers
    • Churned Customers
  • Hospitality:
    • First-Time Guests
    • Frequent Travelers
    • Event Attendees
  • Retail:
    • Seasonal Shoppers
    • Discount Seekers
    • VIP Customers
  • Education:
    • Prospective Students
    • Current Students
    • Alumni

By understanding these segments, you can craft messages that resonate, leading to higher open rates and conversions.

Automate Where Possible

Use automation tools to deliver personalised content at scale. This ensures consistency without sacrificing quality. Automated workflows can trigger emails based on user actions, such as welcoming new subscribers or thanking repeat customers.