Knowing your customers, who they are, what they value and what they are familiar with has been a key to doing business for centuries. When it comes to digital marketing there is no difference;
Personalizing your engagement efforts is not optional.
Consumers expect personalized offers; many state that without personalization, they will not engage. This means creating personalized campaigns that consumers should immediately recognize are targeted for them and they should be able to understand why.
personal salutations, etc.
Make the message fit the audience, or the audience
fit the message.
Craft a message
according to their time
with your entire consumer base by segmenting them into highly targeted audiences based on their real-world daily journey, creating contextual and relevant campaigns based on who they are, rather than how they click.