Real-time personalisation is changing the way companies communicate with their customers. It uses current user data to individualise content at the exact moment of interaction. Many customers report that they feel better understood as a result of such measures. This increases the conversion rate and promotes customer loyalty. Today, real-time personalisation is no longer a luxury, but an expectation.
Why real-time personalisation is so important
Traditional approaches are no longer enough. A first name in the subject line or a product suggestion based on the last purchase often come across as impersonal. Customers expect to receive the right content at the right moment. Real-time personalisation analyses current behaviour and adapts communication immediately.
Example: A user visits a product page for outdoor equipment several times. The email he receives shortly afterwards not only contains suitable products, but also a link to a blog post about hiking tips. This is real-time personalisation in practice.
Another example: A customer opens an email while she is travelling. The message contains immediate offers for activities at the current location. This is possible because location data and behaviour patterns are processed in real time.
Real-time personalisation is also relevant in the B2B sector. After a webinar, a company receives an email with further resources that match the topics that were most frequently accessed during the event.
Real-time personalisation in email communication
How real-time personalisation brings emails to life
Emails can become much more relevant through real-time personalisation. They react to current behaviour and offer content that precisely matches the need. This increases open rates and click rates.
Example: A user reads several articles on a specific topic on the website. Shortly afterwards, they receive an email with further resources and an offer for a suitable webinar. The timing is perfect because the interests are current.
Another example: A customer has left a shopping basket without buying. The email he receives not only contains a reminder, but also a time-limited discount promotion. This increases the likelihood that they will complete the purchase.
Real-time personalisation can also be used for newsletters. Subscribers receive content that is customised to their most recent interactions. This makes the newsletter a personalised experience.
Practical tips for implementation
Start with a solid database. Collect information about user behaviour, interests and context data. Use tools that support real-time personalisation.
Define clear triggers for triggering an email. This can be a certain behaviour on the website, a change of location or an interaction with a previous message.
Test different approaches and analyse the results. Continuously adapt the strategy to achieve the best results.
Real-time personalisation in customer service
Real-time personalisation can also be used in customer service. Following an enquiry, a customer receives an email with suitable solutions and further information. This saves time and improves customer satisfaction.
Example: A customer reports a problem with a product. The email they receive not only contains a solution, but also links to relevant support articles and an offer for a personal callback.
Another example: A customer has placed an order and receives an e-mail with information on delivery, suitable product recommendations and an offer for a discount on the next order.
Real-time personalisation can also be used in the area of customer loyalty. After a long break, a customer receives an email with a welcome offer and further information on new products.
Real-time personalisation in B2B marketing
Real-time personalisation is particularly important in the B2B sector. Companies expect relevant content and customised offers. Real-time personalisation makes it possible to respond precisely to the needs of the target group.
Example: Following an enquiry, a company receives an email with suitable solutions, references and further information. The timing is perfect because the interests are current.
Another example: After a webinar, a company receives an email with further resources that match the topics that were most frequently accessed during the event.
Real-time personalisation can also be used in the area of lead generation. After making an enquiry, a prospective customer receives an email with suitable products, references and further information.
BEST PRACTICE with one customer (name hidden due to NDA contract) A medium-sized company from the B2B sector used real-time personalisation to optimise its email communication. Following an enquiry, interested parties automatically received an email with suitable solutions, references and further information. The timing was perfect because the interests were current. Open rates increased by 35 per cent and click rates by 28 per cent. Customer satisfaction improved significantly because the content exactly matched their needs.
My analysis
Real-time personalisation is a powerful tool for improving communication with customers. It makes it possible to individualise content at the exact moment of interaction. This increases the conversion rate, promotes customer loyalty and improves customer satisfaction. Companies that use real-time personalisation often report better results and stronger customer loyalty.
iROI-Coaching supports companies in the implementation of real-time personalisation projects. We support the development of strategies, the selection of the right tools and continuous optimisation. This enables companies to unleash the full potential of their emails.
Further links from the text above:
Real-time personalisation in marketing
Hyper-personalisation in email marketing: 6 steps to success
Personalised search for your customers
Hyper-personalisation: AI-optimised marketing for more sales
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
Deutsch 
English (UK)