Marketing personalization involves using data collected about your audience to deliver customized content and promotions unique to them. But there’s more to the process than just adding a customer’s name to a marketing piece. Appealing to your customers by age group instead is a much better way to boost engagement and sales.

Why is personalizing so important?

Companies are ditching their one-size-fits-all marketing in favor of a more personalized approach, and with good reason: 81 percent of consumers want brands to know them better and know when to approach them. Giving customers the personalized content they crave builds trust by showing them you know who they are and what matters to them. And with all the data available, there’s really no excuse not to inject personalization into your marketing communications.

Choose your channels wisely

Why put time and effort into an Instagram promotion when your customers don’t use that channel? Reaching and engaging each generation requires different marketing communication efforts because each age group’s shopping habits differ from one another. For example, 68 percent of Generation X consumers use coupons they’ve received in the mail, whereas Gen Z consumers prefer mobile ads offering rewards. To make sure your marketing messages are seen, you’ll want to:

  1. Read up on your target audience — don’t ignore generational differences.
  2. Reach out in a way your consumers prefer to communicate — whether that’s through email, social media or traditional marketing

Personalizing the right way

While personalization is a proven tactic for improving the customer experience, conversion rates and sales, it can be tough to know where to begin. Gathering too much data, for example, can lead to information overload, and frankly, make you look nosy. Strike the right balance by focusing on the most important customer demographics, including age, occupation and gender.

Mass marketing just doesn’t cut it anymore. Your customers expect and deserve a customized experience, so take the time to connect with them on a personal level. Kickstart the personalization process by pinpointing your audience by age group, deciding what data to collect and choosing which channels to personalize. Use the tips and insights in this handy infographic to come up with your game plan.

Marketing personalization by generation infographic

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