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What Every Business Owner Should Know About Personalized Marketing

What Every Business Owner Should Know About Personalized Marketing


Today’s customers expect personalized products and communications from your brand.

Personalized marketing is sharing products, offers, and communications with a customer that are uniquely relevant to them.

There are a variety of ways to create personalized experiences for your customers, but they all have to do with making each customer feel seen and valued. 

Personalized marketing isn’t something today’s consumers want — it’s something they expect. As a small business, it’s important that your marketing strategy and tactics incorporate customer personalization. Join us as we define what personalized marketing is, how it benefits both your customers and your business, and some practical things you can start doing today to create personalized experiences for your customers.

What Personalization Looks Like

As the phrase suggests, personalized customer experiences are those that are tailored to the unique needs and preferences of each client. It’s sharing products, offers, and communications with a customer that are uniquely relevant to them.

Personalized marketing can look like:

  • Putting the customer’s first name in the greeting of each automated email they receive
  • Having a chatbot on your website so customers can find the services and products they need faster
  • Suggesting product recommendations based on past products/services the customer has purchased
  • Using segmented messaging that automatically triggers based on certain customer behaviors
  • Offering customers special deals based on their individual needs and interests

Personalized marketing can transform your business and make it stand out as a value-providing, popular brand

– Constant Contact

The Mutual Benefits of Personalized Marketing

Personalization in marketing benefits not just consumers but businesses as well. According to recent research from McKinsey & Company, 71% of consumers expect personalization and 76% get frustrated when they don’t find it. The same study indicated that companies that aced personalized marketing generated 40% more revenue from those activities than the average players. According to a study from Researchscape International and Evergage, 97% of marketers reported improved business results due to personalization. 

But personalization has some additional advantages for your small business. Not only does it drive revenue, but it also creates consistency across marketing channels and increases brand loyalty.

According to a recent survey, 90% of marketers say personalization significantly contributes to business profitability.

– Think With Google

5 Simple Ways to Start Personalizing Your Marketing

Not sure where to begin with implementing personalized marketing for your business? Here are five things you can start doing today. 

Use an email platform that lets you create personalized emails and email flows. We recommend Klaviyo to all of our clients.*

Try adding personalized videos in your emails to customers. This can be done via a platform like Sendspark or Videoform, which lets you embed personalized videos directly into the email.

Engage customers with meaningful opt-in forms and thank you pages. Opt-in forms let you gather customer data so you know what your customers are looking for and their demographics. This will inform your marketing and messaging. Thank you pages (like the ones that trigger once they’ve subscribed to your email list or purchased a product) are another way to get personal with customers. These pages can share special discounts, link them with relevant content, or highlight positive reviews from current customers.  

Use live chat to interact with customers in real time. This tool allows customers to express their unique concerns and questions so you can connect them with the products, services, and answers they need.

Address common questions with an FAQ page and tutorials. If you notice that customers are asking certain questions, add an FAQ page to your website if you don’t already have one. Are customers having the same issue with setting up or using one of your products? Create a simple tutorial video that makes your customers’ lives easier (and strengthens your relationship with them while growing their trust in your brand).

It’s Time to Get Personal

Need extra guidance on personalized marketing? Contact us at Technology Therapy® Group to inquire about group coaching sessions. And be sure to check out the following on-demand training sessions.

*DISCLAIMER: the link included in this post is an affiliate link. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office