We are in the age of personalization.
Every day we have more and more data at our disposal, but the important thing is to know how to use it and take advantage of the opportunities it offers us.
Today, the companies that lead in open, click-through and conversion rates are those that design truly relevant experiences for each subscriber.
We present four advanced personalization techniques, with examples and success stories, for you to apply in your next campaigns.
Advanced behavioral segmentation
Analyzing how your users interact with your products, messages and website allows you to create more precise and effective segments (source: Marketing Week, 2024).
Example:
An online sporting goods store has detected that a group of users repeatedly visit the sneakers category of trailbut it does not lead to a purchase. A segment is created with these users and a message is sent to them comparing models, offering exclusive discounts and testimonials from satisfied buyers.
Success story:
Adidas® implemented a similar strategy with its "Ultraboost" line. By segmenting users based on products visited and browsing history, they were able to increase conversion by 27% in personalized campaigns. (source: Marketing Week, 2024).
2. Dynamic content adapted to the user's profile
Dynamic content allows you to display, in the same message template, images, text and buttons customized for each type of user (source: Marketing Week, 2025).
Example:
A university that offers graduate programs sends its contacts the same message, but those with a technical background see content about master's degrees in engineering, and those with business experience receive information about various MBA programs. Everything is automatically adapted in the same mailing.
Success story:
Netflix® uses dynamic content in their emails to display personalized covers of series and movies, based on what you've watched. This technique has increased the CTR of their email campaigns by more than 40%. (source: Marketing Week, 2024).
3. Event-triggered message automation
Automated deliveries based on user behavior (also called "triggered" messages) are critical to maintaining relevance.
Example:
An eCommerce sets up a series of messages for cart abandonment. After 2 hours of closing without a purchase, users receive a reminder. After 24 hours, an incentive of 10% discount. If they buy, they are thanked with a product usage guide.
Success story:
Amazon® uses a complex network of automated mailings based on events: abandoned carts, search history, price changes, etc. It is estimated that these types of messages account for 35% of its email marketing revenue. (source: Omnisend Benchmark Report, 2024).
4. Personalization based on location and time
Sending messages at the optimal time and adapting the offer according to the subscriber's location significantly improves effectiveness.
Example:
A restaurant chain sends promotions according to the region in which customers live. Those who live in hot climate areas are offered refreshing drinks at noon; those in cold areas, hot coffee in the morning. All automated according to IP and zip code.
Success story:
Starbucks® adapts its campaigns according to city, weather, local holidays and time of day. This increased the redemption of coupons sent by email by 18% in 2023. (source: Starbucks Annual Marketing Report, 2024).
Conclusion
Applying these advanced techniques improves your campaign metrics and strengthens your relationship with your customers.
Remember that personalization is more than a tactic: it's a customer-centric way of thinking.
To take these actions to another level, consider using MasterBase®, a leading email marketing platform with more than 20 years of experience in several countries.
MasterBase® allows you to automate, segment and personalize your messages with precision, thanks to its advanced technology and specialized local support.
