Foundations of relevance
- Reliable identity across channels.
- Clear consent and preference handling.
- Timely events from key touchpoints.
- Content and offers that can adapt.
Measure what matters
- Customer outcomes such as task completion and retention.
- Guardrail metrics such as unsubscribe and complaint rates.
- Incrementality where possible, not only clicks.
Avoid
- Personalisation that feels intrusive.
- Over-messaging after a purchase or complaint.
- Reporting vanity metrics.
Frequently asked questions
Is more personalisation always better?
No. Relevance and respect for consent matter more than volume.
Where should a team start?
With one high-value journey, such as onboarding or win-back, and a clear success measure.
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