Personalisation is hugely successful since it simplifies the user experience and demonstrates you know and value your customer.

Digital Personalisation is not limited to email and is highly effective when extended to websites and in app experiences.

Businesses looking to maximise digital engagement should have multiple versions of web-pages that speak to the multiple types of website visitors, their referring location, needs, backgrounds and devices.

You can also identify previous visitors (or customers) and use the history of that customer to determine which content to display. Increasingly this is the customer’s expectation for improved customer service.

Technologies like Optimizely or Google Optimize can be extremely powerful for delivering site or in-app personalisation but are most productive when linked to customer data profiles via an identifiable website record (i.e. id or cookie).