Marketing Personalization Tools | How to Get It Right

What if your website instantly knew what your customers wanted from your business? Personalization can make that truly happen. According to Forbes, about 73% of customers want companies to understand their unique preferences. While McKinsey states that companies using personalization earn 40% more from these efforts than their competitors. 

Hence, this blog will show how AI-powered marketing tools and smart data turn basic customer interactions into personalized experiences. We will also learn how it increases sales and improves customer engagement.

What Are Marketing Personalization Tools?

Marketing personalization tools are like your favorite barista. They remember your order. But they focus on websites, emails, ads, and product recommendations. Ever wonder how Netflix suggests the perfect show or why the gadgets you like keep popping up in your feed? These tools use AI, machine learning, and behavioral data to show you content that feels just for you.

These tools enable marketers to connect with their audience in a direct manner. They can use personalized ads, dynamic website banners, or custom emails. Instead of the one-size-fits-all marketing, people see offers and messages that interest them.

Key Features of Marketing Personalization Tools

Choosing the right personalization tool can greatly improve your connection with your audience. Here are some key features to consider:

Behavioral Targeting & Segmentation

To succeed online, your business needs to grasp what users are looking for. Great personalization marketing tools sort users by how they behave. They consider factors like what users browse and what they’ve bought before. This makes messages more engaging by customizing them to specific groups.

Dynamic Content & Recommendations

Currently, static content exists only as a relic from the past. New personalization tools show content that adjusts to users' interests and what they do. When users spend a lot of time in a category, the system suggests related products or articles. This makes their experience better and more engaging.

A/B Testing

Guesswork doesn't cut it when it comes to personalization. A/B testing shows your audience different content versions to find the one that works best. This feature helps users find the content of their choice. As a result, it supports better strategy development over time.

AI-Powered Insights

AI has become a necessity, without which no business can thrive these days. It can analyze a lot of data and identify patterns and trends that people might miss. AI-driven personalization can predict a user's exact preferences and actions. This helps you offer customers their true desires.

Omnichannel Personalization

You can connect with more people and grow your brand using different channels. This includes websites, mobile apps, emails, and more. The right personalization tool gives a quick experience across all channels. It keeps your brand voice steady and serves audiences in many locations.

Easy Integration with Other Platforms

A customization tool needs to blend in well with your current technical setup. Your analytics tools, CRM software, and content management system can work better together. Easy integration helps you gain more insight into your audience and improve efficiency.

The Top Marketing Personalization Tools  

Personalizing your marketing efforts can greatly enhance customer engagement and increase conversions. Many tools can help customize experiences for each user. 

Here’s a quick look at some leading marketing personalization tools. It covers their focus, main features, target users, and pricing.

1. Relevic

Relevic focuses on enhancing website personalization and A/B testing. This aims to increase user engagement and drive conversions.

Key features include:

• Visitor behavior filter to segment visitors by interaction.
• Geolocation filter to personalize content by location.
• UTM and query parameters to track traffic from campaigns.
• A/B and multivariate testing to compare many webpage versions.
• Drag and drop editor for content customization

Ideal For: Businesses that want to give specific website experiences to various audience segments.

Pricing: Relevic offers a free trial with no credit card required. Specific pricing details include a $41/month basic plan, a $74/month growth plan, a $166/month advanced plan, and a $333/month pro plan.

2. HubSpot

HubSpot offers a complete marketing platform. It includes marketing personalization tools for customizing content and communications.

Key features include:

• Personalized email marketing
• Dynamic content creation
• Customer segmentation​
• Integration with CRM for personalized customer journeys

Ideal For: Businesses of any size wanting a marketing solution that offers personalization.

Pricing: HubSpot offers various pricing tiers. The starter package is $45 per month. Other plans include $800/month for professionals and $3,600/month for enterprise.

3. Optimizely

Optimizely’s marketing personalization tools specialize in experimentation and customization to optimize digital experiences.​

Key features include:

• A/B and multivariate testing
• Real-time audience targeting
• Behavior-based personalization​
• Detailed analytics and reporting.

Ideal For: Medium to large businesses that want to improve their digital platforms with marketing personalization tools.

Pricing: Optimizely has a starting price of about $36,000 annually. The cost can change based on your business size and the features you need.

4. Segment

Segment is a customer data platform. It collects, manages, and routes customer data. This helps businesses with personalized marketing.

Key features include:

• Unified customer data collection
• Integration with multiple marketing and analytics tools​
• Real-time data processing
• Privacy and security compliance features.

Ideal For: Businesses that want to gather customer data. This helps create more personalized and connected marketing plans.

Pricing: Segment costs between $25,000 and $200,000 each year. The price depends on the features and needs of your organization. 

5. Dynamic Yield

Dynamic Yield offers a personalization platform that delivers individualized experiences across digital channels.

Key features include:

• Algorithmic content and product recommendations.
• A/B testing and optimization
• Real-time personalization​
• Omnichannel experience delivery.

Ideal For: Enterprises seeking advanced marketing personalization tool capabilities across many digital touchpoints.

Pricing: Starts at about $35,000 a year. Prices vary based on features and business needs. ​

6. Bloomreach

Bloomreach combines AI-driven search, merchandising, and content management to personalize ecommerce experiences.

Key features include:

• AI-powered search and merchandising​
• Content management system​
• Customer segmentation and targeting​
• Real-time analytics

Pricing: Bloomreach charges a module fee plus a usage fee. This is based on the features you choose and how much you use them. ​

7. Personyze

Personyze provides tools for website personalization, recommendations, and targeted marketing campaigns.

Key Features:

• WYSIWYG editor for content customization.
• Behavioral targeting and segmentation.
• Product and content recommendations.
• Email personalization

Ideal For: Businesses looking for a versatile marketing personalization tool with extensive customization options.​

Pricing: Plans begin at $225 a month if paid yearly. Higher tiers provide more features and managed services. 

8. Personizely

Personizely's marketing personalization tool is designed to increase conversions through website personalization and targeted pop-ups.​

Key Features:

• Drag-and-drop builder for popups and widgets​
• Advanced targeting options​
• A/B testing capabilities​
• Integration with various email marketing services​

Ideal For: Small to medium-sized businesses that want to boost website engagement and capture leads.

Pricing: Plans start at just $39 a month. Premium options offer extra features for more.

Choose a tool that fits your needs and budget. Some marketing personalization tools work well for small businesses wanting to boost website engagement. Some companies design them for large organizations that manage complex customer data. 

Think about what features matter most. Do you need AI-powered recommendations, A/B testing, or email personalization? Check how well the tool works with your current systems. Look at your CRM and e-commerce platform.

Another key factor is ease of use. Some tools let you drag and drop. Others need more coding skills. Check out customer support options too. Reliable help can make a significant difference when problems arise. Use free trials or demos to check if the tool works for you. This helps you decide before paying.

Popular Content Personalization Examples

Content personalization helps people see information that matches their interests. Here are some real-world examples:

Spotify's "Discover Weekly" Playlist: 

Every week, Spotify makes a special playlist for each user. It chooses songs based on what they listened to before. This helps people find new music they might like.

Google Shopping's Personalized Feed:  

Google Shopping shows users products and videos based on their searches. This makes shopping easier and more fun.

Ulta Beauty's AI-Driven Marketing: 

Since 2018, Ulta Beauty has used AI to study what customers buy. This helps them send ads and deals that fit each shopper.

Theneeds Personalized Content Discovery: 

Theneeds is a search engine that finds news, videos, and social media posts based on what users like.

What Happens if Personalization Goes Wrong?

Marketing personalization tools should feel like a friendly chat, not a bad guess. When done wrong, it annoys customers instead of helping them.

Wrong assumptions can make tools mix up industries or interests. This confuses people and makes them feel ignored. Unwanted ads, like showing products already bought, can be frustrating. Many people avoid brands that send useless ads. Too many messages can also push customers away. If messages miss the mark, people stop paying attention.

Good personalization isn’t just using someone’s name. It’s about knowing what they need and sending the right message at the right time.

The Future Trends in Marketing Personalization

Marketing personalization is rapidly evolving, driven by technological advancements and changing consumer expectations. Businesses today must step up their game to stay relevant. 

Let’s dive into three major trends that are shaping the future of personalized marketing.

AI-driven Hyper-Personalization

Artificial intelligence (AI) is taking personalization to a whole new level. AI can analyze shopping habits and predict preferences. It can also deliver personalized recommendations in just one second. A recent study from the IBM Institute for Business Value found that 60% of consumers want to use AI for shopping. Meanwhile, McKinsey reports that a staggering 71% of customers now expect businesses to personalize their interactions. Using AI in marketing means taking the lead. It sets leaders apart from those who fall behind.

Cookieless Personalization

As third-party cookies disappear, marketers seek new ways to understand their audiences. Now, the focus is on first-party data. This is the information customers share willingly. It helps brands stay relevant while respecting privacy concerns. However, this transition poses challenges. According to Marketing Tech News, a huge 63% of marketers admit they don’t have a clear plan for personalization in a world without cookies. Still, Forbes states that 48% of consumers value personalization benefits if their data stays secure.

Voice Search & Chatbot-Driven Personalization

Voice search and AI chatbots are no longer just ideas. These are the tools that people use every day. More people use voice assistants for quick answers. So, brands need to adjust their content to fit natural speech patterns. Chatbots are getting smarter. They now provide real-time suggestions and can even complete transactions. According to Tech Radar, 34% of shoppers trust AI to manage their purchases. This shows that faith in digital assistants is on the rise.

Conclusion

Personalization lets you meet visitors' needs before they even know them. Marketing personalization tools can change average experiences into impactful ones. This boosts the chances that visitors will stay, engage, and convert. Marketers with the right tools can draw in their audience and create strong bonds.

If you’re ready to stop guessing and start delivering what your visitors want, it’s time to take the right action with Relevic.  Don’t let your audience slip away, give them a website experience they won’t forget!