True Content Personalization
- Personalized to a segment of ONE
- Refreshed in real time based on individual characteristics or profiles
- Updated based on a user’s behaviors and preferences
When it comes to ROI, delivering individually personalized content leads to significantly higher engagement and conversion rates.
For example, 150 year-old soup brand Campbell’s used personalization technology to deliver individualized content experiences on Campbell’s Kitchen’s website and in email campaigns, creating the optimal content experience for every individual on their homepage, recipe pages, product pages and weekly newsletter. As a result, Campbell’s saw a 21% increase in engaged pageviews, which are defined as a visitor viewing content for at least 30 seconds and scrolling at least 25% down the page. In addition, they saw a more than 19% increase in engaged time with content and visitors who interacted with the content were 34% more likely to consume 3+ pieces of content per session, growing the number of highly engaged readers for the site.
Leading faucet company Delta is another brand that focused on tailoring content experiences to drive engagement. Once website visitors were exposed to individualized content recommendations, Delta tracked a 49% lift in overall pageviews and a 45% increase in engaged pageviews.
Individualization not only drives ROI, but greatly reduces production time by eliminating manual management of segmentation undertakings.
As the data shows, marketers should not have to settle for salutation or segmentation-based campaigns. Modern automation equips marketing teams to master real-time personalization. Or as we like to call it – individualization.