Nobody cares about your copy (Until you make it about them) 🎯

Let's talk numbers first:

• Personalized emails drive 6x more transactions (Epsilon)

• 80% of consumers prefer buying from brands that  (Epsilon)

• Custom recommendations boost cart values by 24% (McKinsey & Company)

The numbers speak for themselves. But while everyone's talking about personalization, most are doing it wrong. Let's fix that.

The three levels of personalization 🎯

• Level 1: Basic recognition 
  What most do: "Hi [First Name]!" 
  What you should do: "Welcome back! Still loving that red sweater you bought?"

• Level 2: Behavioral understanding 
  What most do: "Check out our sale!" What you should do: "Since you love sustainable fashion, we thought you'd want first dibs on our new organic cotton collection." 👕

• Level 3: Predictive Personalization 
  What most do: "Here's our monthly newsletter!" 
  What you should do: "Based on your morning workout routine, here are three breakfast recipes that fit your schedule." 🥑

Real winners: Brands nailing personalization 🏆

These brands aren’t just selling products—they’re building connections that keep customers coming back. Let’s dive into how personalization helps them stand out.

1. Coca-Cola's personal touch 🥤

When Coca-Cola swapped its logo for people’s names, it wasn’t just a clever rebranding—it was a way to make customers feel seen. The “Share a Coke” campaign turned a simple soda into a personal experience.

What they did:

• Custom name bottles that made people feel recognized and valued.

• Country-specific name selections to reflect local cultures and preferences.

• Clever cultural adaptations to resonate with different markets.

• Built-in social sharing opportunities that encouraged people to post their personalized bottles online.

The results speak volumes:

• In Australia, there was a 7% rise in young adult consumption and a 3% boost in overall sales in just six months (MarketingMag).

• In the U.S., Coca-Cola reversed over a decade of declining sales with a 2% increase (The Verge).

Why it works:

Coca-Cola turned a mass-market product into millions of personal moments. People don’t just buy products—they buy how those products make them feel.

2. Spotify’s magic touch 🎵

Spotify isn’t just a music app; it’s a personal DJ that knows exactly what you want to hear. Their approach to personalization has redefined how people discover and enjoy music.

What they did:

• Discover Weekly Playlists that deliver fresh tracks tailored to your listening habits every Monday.

• Spotify Wrapped, an annual feature that turns your listening stats into shareable highlights (Spotify Newsroom).

• Mood-based recommendations suggest playlists based on your vibe—whether you’re at the gym, unwinding, or hosting a party.

The results speak volumes:

Discover Weekly has driven over 2.3 billion hours of streaming, proving that when you make it personal, people stay engaged (Pragmatic Institute).

Why it works:

Spotify listens to its users—literally. By turning their preferences into customized experiences, they’ve built a platform that feels less like an app and more like a friend who knows your taste.

3. Nike's smart approach 👟

Nike doesn’t just sell sneakers—they help you hit your goals. Their personalization strategy is all about making customers feel supported on their fitness journeys.

What they did:

• Post-purchase workout suggestions in the Nike Training Club app to help customers get the most out of their gear.

• Weather-based recommendations suggest products like running shoes for rainy days or light gear for summer workouts.

• Training milestone celebrations with personalized messages and rewards to keep users motivated (Statista).

The results speak volumes:

Nike’s digital sales jumped 59% in a single quarter, with their apps playing a massive role in engaging customers and driving purchases (The Stack).

Why it works:

Nike goes beyond selling products—they become your cheerleader. By connecting their offerings to your personal goals, they turn customers into loyal fans.

4. Grammarly’s clever feedback 📝

Grammarly doesn’t just fix your grammar—it helps you grow as a writer. Their personalized approach makes the experience feel like having your own private writing coach.

What they did:

• Sent weekly progress reports, showing users how much they’ve written and where they’ve improved.

• Offered tailored improvement tips based on each user’s unique writing patterns.

• Shared achievement comparisons, letting users see how they stack up against others for a fun, competitive edge (DemandSage).

The results speak volumes:

Grammarly now has over 30 million daily active users, proving that personalization keeps people coming back for more (BrandVM).

Why it works:

Grammarly doesn’t just deliver stats—it delivers encouragement. By focusing on progress and actionable tips, they keep users engaged and motivated to improve.

Why personalization wins 🏅

Coca-Cola made people feel recognized. Spotify brought joy to everyday moments. Nike cheered people on, and Grammarly made writing better (and fun). These brands prove that when you focus on people—not just products—you create connections that last.

Your personalization playbook 🎮

Step 1: Listen first

• Track browsing patterns

• Monitor engagement

• Note purchase history

• Observe timing patterns

Step 2: Segment smartly split your audience by:

• Shopping behavior

• Engagement level

• Interest areas

• Purchase frequency

Step 3: Create custom paths develop different approaches for:

• First-time visitors

• Regular browsers

• Active customers

• VIP clients

Making it work in real life 💪

• Morning routine
  Example: Fitness app notices you workout at 6 AM: "Early bird! Here's tomorrow's weather forecast and perfect pre-workout breakfast ideas." ⏰

• Shopping pattern
  Example: Fashion retailer spots a trend: "Love those minimalist pieces? Here's how to style your recent purchases with our new arrivals." 👗

• Engagement:
  Example: Streaming service notices viewing habits: "Since you enjoyed 'The Crown', here's a behind-the-scenes look at your favorite episode." 🎬

Common pitfalls to avoid 🚫

• Over-personalization 
  Don't: "We noticed you've been on our site 7 times this week..." 
  Do: "Welcome back! We saved your favorites for you."

• Incorrect assumptions 
  Don't: "Ready to lose weight?"
  Do: "What health goals can we help you achieve?"

• Poor timing 
  Don't: Send workout gear ads at midnight
  Do: Time messages to match activity patterns

Your action plan 📝

Today:

• Audit your current copy

• Identify personalization opportunities

• Start collecting behavior data

This week:

• Create customer segments

• Draft personalized messages

• Set up tracking

This month:

• Test different approaches

• Measure engagement

• Refine based on results

The golden rule of personalization 🌟

Think of personalization as a good conversation. Listen more than you talk, respond thoughtfully, and always add value. When in doubt, ask yourself: "Would this feel natural in a face-to-face conversation?"

Final thought 💭

Remember our barista example? They don't need fancy algorithms to make you feel special. They just pay attention and respond accordingly. That's all great personalization really is – showing your audience you understand their world and care about their needs.

💌 Like this newsletter? Let's continue the conversation!

Get in touch with us by responding to this email or tagging us on LinkedIn or Instagram and sharing your thoughts. Your feedback helps us keep our newsletter relevant and interesting.

Enjoyed what you read? Don't keep it to yourself! Share this email with your friends and help us grow our community.

Not a subscriber yet? Click here and join our community for more insightful content straight to your inbox.