Marketers have often used personalization as a tactic to improve certain metrics. They may have included someone’s name in an email subject line as a tactic to improve email open rates. They may have served a pop-up as someone attempting to leave their site as a tactic to lower bounce rates. These tactics have likely proven to be successful in many cases, so marketers keep using them.
As consumers find themselves with more and more marketing messages competing for their attention, personalization is increasingly becoming a necessity. However, consumers will see through surface-level personalization tactics and flock to companies that can provide them with truly relevant and individually engaging experiences.
