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November 8, 2025
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Good morning! In today’s issue, we’ll dig into the all of the latest moves and highlight what they mean for you right now. Along the way, you’ll find insights you can put to work immediately
— Ryan Rincon, Founder at The Wealth Wagon Inc.
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Today’s Post
Personalization in Marketing: How to Make Customers Feel Like the Main Character 🎯
Here’s a secret about modern marketing: people don’t want to be marketed to — they want to be understood.
In 2025, personalization isn’t just a “nice-to-have.” It’s what separates brands that get ignored from those that get remembered. Whether it’s your Netflix recommendations, Spotify playlists, or that perfectly timed email from your favorite store — the experiences that stick are the ones that feel made just for you.
So, how do you create marketing that feels personal, not creepy? Let’s dive into how personalization actually works, why it matters, and how to make it a core part of your marketing playbook.
🧠 Why Personalization Matters More Than Ever
The numbers say it all:
80% of consumers are more likely to buy from a brand that personalizes experiences (Epsilon).
Personalized emails deliver 6x higher transaction rates than generic ones (Campaign Monitor).
And here’s the kicker — 63% of consumers will stop buying from brands that use poor personalization or irrelevant messaging (Salesforce).
People crave relevance. When brands show they “get” them — their needs, preferences, and timing — they reward that understanding with loyalty, engagement, and higher spending.
But when personalization feels lazy (“Hi [FIRST_NAME], check out our sale!”), it backfires. True personalization is about connection, not just data.
💡 The 3 Levels of Personalization
Not all personalization is created equal. The most successful marketers build across three levels — from simple to strategic.
1. Basic Personalization — The Starter Pack
This is where most brands begin:
Using someone’s name in emails.
Recommending products they’ve already browsed.
Adjusting ad targeting based on location or demographics.
It’s effective, but limited. This level says: “We know who you are.”
2. Behavioral Personalization — The Smart Shift
This digs deeper into what people do.
Segmenting by browsing or purchase behavior.
Sending follow-ups after specific actions (“You left something in your cart!”).
Customizing website content based on past visits.
This level says: “We know what you care about.”
3. Predictive Personalization — The Pro Level
Here’s where things get exciting. With AI and machine learning, marketers can now anticipate what customers want — before they say it.
Predicting next purchases or churn risk.
Dynamic pricing based on behavior patterns.
AI-driven content recommendations (like Netflix or Amazon).
This level says: “We know what you’ll love next.”
⚙️ Tools That Make Personalization Easier
You don’t need a billion-dollar tech stack to personalize effectively. Start with these tools and platforms that make it manageable:
Email & CRM: HubSpot, Klaviyo, or ActiveCampaign (great for segmentation and automation).
Website Personalization: Optimizely or Dynamic Yield (tailor pages to user behavior).
E-commerce: Shopify Flow or Rebuy (automate recommendations and reminders).
AI Tools: Jasper and ChatGPT for dynamic, personalized copywriting.
Analytics: Google Analytics 4 or Mixpanel for behavior-based segmentation.
The key is integration — your data should flow between platforms so your customer’s journey feels seamless, not disjointed.
✍️ How to Personalize Without Being Creepy
There’s a fine line between helpful and invasive. Customers love when you remember their preferences — not when you seem to know too much.
Here’s how to keep it classy:
Be transparent: Tell users why you’re collecting data and how it improves their experience.
Give control: Let them customize what they want to see (think Spotify Wrapped or personalized dashboards).
Add a human touch: Personalization shouldn’t feel robotic. Write like a person, not a database.
Don’t overdo it: If someone looked at one item once, don’t chase them across the internet for weeks.
As Harvard Business Review put it: “Customers reward relevance, not surveillance.”
🚀 Real-World Examples That Work
Starbucks: Uses its app to recommend drinks based on your past orders, time of day, and even weather.
Nike: Personalizes its app experience with product recommendations tied to your fitness goals.
Netflix: Customizes not only the titles you see but also the cover image based on what you click most.
Sephora: Uses purchase history to send restock reminders and beauty tips that feel like advice from a friend.
The lesson? Great personalization feels effortless — even though it’s built on serious strategy.
📊 Measuring the Impact
To make personalization worth the effort, track these metrics:
Click-through rate (CTR): Are people engaging more with your content?
Conversion rate: Are personalized offers performing better?
Customer lifetime value (CLV): Are personalized experiences boosting retention?
Churn rate: Are fewer customers leaving?
Small improvements across these areas can lead to major revenue growth over time.
✨ Final Thought
Personalization isn’t about fancy algorithms — it’s about empathy powered by data. It’s asking, “What does this person need right now?” and then delivering it in a way that feels thoughtful and relevant.
When your marketing starts treating customers like individuals instead of audience segments, everything changes: engagement rises, conversions climb, and loyalty deepens.
So the next time you craft an email, ad, or campaign, don’t ask, “How do we sell this?”
Ask instead: “How do we make this feel personal?”
Because in 2025 and beyond, personalization isn’t just the future of marketing — it is marketing.
That’s All For Today
I hope you enjoyed today’s issue of The Wealth Wagon. If you have any questions regarding today’s issue or future issues feel free to reply to this email and we will get back to you as soon as possible. Come back tomorrow for another great post. I hope to see you. 🤙
— Ryan Rincon, CEO and Founder at The Wealth Wagon Inc.
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