What is Personalized Marketing?

Personalized marketing is the practice of using analytics to make advertising messages and product experiences feel unique to each customer. It is much more than just inserting the customer name into the same marketing email that goes to all of your customers. It is about reaching the right person with the right message at the right moment and the right suggestions.


An online bookstore implements personalized marketing by sending customized recommendations to its customers. For instance, if a customer has previously purchased mystery novels, the bookstore might send them an email with recommendations for new mystery releases or similar titles. Additionally, the bookstore’s website may display personalized recommendations based on the customer’s browsing history, such as a curated list of “Recommended for You” books on the homepage. These personalized recommendations help the customer discover new books that align with their interests, leading to increased engagement and potentially higher sales for the bookstore.

Go back to the Marketing Glossary >>