Personalized Marketing: 5 keys to implement it properly

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Custom Marketing: 5 Keys to implement it properly


We’ve all ever received an e surprise any brand that we bought in the past and has not sat very well the feeling of being watched. This feeling often arises with such campaigns and does not bring any benefit to the company. One must know how to run customized marketing and adjust the type of customer we want to achieve, depending on the sector you are working in our business.

What is Custom Marketing?

Personalized marketing is to attract potential customers with messages that meet your particular needs and characteristics , bringing great benefits for both the company and the customer, because creating an appropriate message, the customer will feel valued by the company and it fidelizará, the company will get more sales and greater visibility.

The hardest thing is to write a message that is personalized but not cross the line of intrusion and have the opposite effect we want. To achieve the positive effects and avoid crossing the line intruismo then I leave 5 Keys to make a good personalized marketing .

1- Give recommendations of products that customers do not know

One of the techniques used by companies is to remind its customers have been looking but have not come to buy. This technique called ” retargeting ” can get to annoy customers because companies often make enough emphasis on this function to re-attract users. Consumers do not always want to be reminded of the products they already know, they prefer to learn about new products that fit their tastes .

One way to implement this strategy in a shoe store, could be, for example, if a woman looking shoes on a web platform, the company, rather than sending an email with the shoes you’ve been eyeing, you send an email to a customized selection for it depending on the season, including new products and some who have looked frequently.


Companies also send mails to customers once they made the purchase with similar products that have already purchased. This is a mistake because customers do not want to buy a similar product that they already have, they want new products. They must be taught products that may be of interest to them and that are compatible with those already acquired.

Thus, for example, if a customer buys a coat online, the platform has sold it sends an email a week of purchase recommending similar coats. Coats are not a garment to be bought frequently, so the company should send products such as pants or jumpers that fit customer tastes. The customer will not buy another coat when just purchased a new one.


It is important to track these mails and see the return they have and how many people are looking for new products and buy them to adjust according to the results.

TIP: Use online tools like Newsletter to automate sending your mails . Thus, once you have your customer data, you just copy them and send Newsletter any of the pre – mails you already have.

2- Talk to the customer when in “shopping mode”

Choose the right time to time send a message is as important as the content.

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We see an example of Coca Cola, who chose to share the moment with the person’s name. So, if a person was buying a soda and saw the name of his friend on the side, the probability that the purchase also quite high.

But how to apply this to our small local business? Well, for example, if you have a flower shop, and you get a customer to buy flowers for his girlfriend on their anniversary, could the following year, a few days before then send a message to remind you that you can buy a gift for the date in your deal. A good option is to use techniques Whatsapp marketing to reach quickly and effectively to your client.


To send a message at the wrong time is the possibility of losing a client. Can the customer is not in “shopping mode” or have already hired another service. To make personalized marketing, companies must obtain customer information and know when they need something.


3- Warn your clients when there are events or products relevant to them

A great strategy of targeted marketing is to warn customers relevant to them or products become available events. It can also be used to alert users of a product launch in the line of their previous purchases.

Thus, for example, if you have an online store and noticed that a customer had selected a product that was not in your size or color desired and therefore did not make the purchase, you can, when having in stock again the product, send a message telling you that is already available on the size and colors he was looking for.

Must be careful and know exactly what the client did. We can not send a message with the same product to a customer who has already purchased.

In personalized marketing, be careful with detail tracking each client to hit with the proposals sent. A customer who receives a message from the same product you already bought feel your company does not send customized messages and do not know you, so your brand image will suffer and that user does not want to make another purchase.

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Meet 4- customers, no matter where they are

Customers expect companies to connect with them also through offline experiences. This is a very complicated task for many brands as it requires internal collaboration of several departments, but if the company is able to connect their departments, can get very good results with this strategy, since the customer feel that the company knows very well .

This strategy is the following brands such as Nike, when sponsoring a marathon and after the event send an email to all registered thanking them for their participation and offering a promotion such as running shoes on offer, train accessories, etc. Actions like this make the customer feel grateful and appreciated.

This strategy works in a lot of sectors if carried out properly. Remember that customers do not like to feel “spied on ” by companies, so that messages can not be abusive. Personalized marketing messages should be launched on occasions and special events related to your brand that you know you can give added value to the user experience.

5- To demonstrate real value to customers

Loyalty programs or “loyalty programs” are a fantastic strategy to retain your customers and make them buy your products regularly. This is important to know what products they buy and how often they do it . As a result we can make discounts and personalized offers to each customer depending on your tastes.

A clear example of this strategy is Starbucks. For example, they send mails to its customers saying that if they buy 3 drinks in a week take one free. Also sends reminders mails to customers who have started to promote do not forget to hang up.


This creates satisfaction in the consumer because it sees the company considers its customers and offers exciting promotions.

Do you listen to your customer?

In order to develop an appropriate strategy and enjoy all these advantages need to know what your customer wants. To do this, companies measured from “I like” on social networking sites, print publications until ad conversions to know what content and what products have more engagement for consumers.

The data analysis tools are critical to understanding consumer behavior, but also is very important to listen to customers and know what they want and what would improve your brand. Direct communication with the customer is vital to understand perfectly and help you have a better experience with the brand. As a result, you could create more personalized messages to customers feel more comfortable with the company and buy more usual.

Listen to your customer is critical to achieving good conduct personalized marketing campaigns and not make mistakes like those mentioned above.



To make a good strategy personalized marketing must take into account various factors. It is necessary to send a consistent message and accurate at the right time, always thinking about the customer and their experience with your company. You have to know exactly what the client has done in your company, what products you may interest and how to reach you to generate a sale.

Personalized marketing is primarily aimed at generating new sales and build customer loyalty, which is critical in the world in which we live, because customers who rely on a brand and feel valued for it will return to make another purchase.

Incorporate a good marketing strategy customized is necessary for any company that wants to create a good relationship with your customers.


About the Author

Macarena VayáMacarena Vayá, Country Manager of Spain in sortList and specialist in SEO positioning and digital marketing.