Customer retention

4 times brands used personalized messaging to improve customer engagement and retention.

We have put together 4 examples of when brands took personalized messaging to a different level to inspire you to take personalization seriously.
Abimbola OlatokeAbimbola Olatoke
Nov 22, 2022.
5 mins read4 times brands used personalized messaging to improve customer engagement and retention.

According to research, 72% of customers will only engage with personalized messaging.

Before, the word “personalization” used to mean including a customer’s name in your emails, but it is a bit different nowadays, especially with the advancement of technology and the availability of customer segmentation.

With segmentation, marketing professionals are now taking personalization to a whole new level. The ripple effect of this is that customers don’t want basic anymore, they want brands to understand their needs and provide relevant information, products, and services targeted towards them.

If you are not doing that yet, we have put together 4 examples of when brands took personalized messaging to a different level to inspire you.

First, what is personalized messaging?

Personalized messaging is the practice of sending targeted messages to a customer by using the data you have acquired about them.

It can be their first name, the last product they purchased, where they live, how many times they log in to your app, and so much more. More advanced personalized messaging tactics include tailoring emails to gender, location, or other behavioural details.

Now to the examples:

  • Birchbox’s hyper-personalized emails.

Birch box is a New York-based beauty subscription service that sends its customers a box of sample-sized beauty products and if they like any of the products, they can order the normal size from Birchbox.

Birch uses a lot of personalization in their email marketing, and they do it by digging deep into a subscriber’s data. With this data, they then send very specific recommendations that they know Birch customers might enjoy and this keeps them coming back.

You can also employ this strategy by using Lumen. It has a segmentation feature that helps you group customers based on behaviour. After segmentation, you can also send hyper-personalized newsletters rather than generic messages to your audience that they might not be interested in.

  • Grammarly’s Weekly Writing Updates

By paying close attention to their user’s data, Grammarly sent weekly writing updates that let Grammarly users know how productive they were, and how well their vocabulary had improved.

These were all useful insights for writers and offered them a personalized and engaging experience. It also let them know the value the platform offered them.

When these weekly writing updates were being sent, Grammarly saw thousands of social media shares from them, which showed that customers were being properly engaged.

  • Spotify’s Curated Playlist

Spotify sends out discover weekly playlists with personalized music recommendations. These recommendations are based on the user’s past listening habits.

The curated playlist does a number of things - it introduces people to new artists and encourages users to visit Spotify and engage with artists they actually like. The number prove that the playlists work because the number of users that sought out the track on their own for repeat listens went up by 80 percent, and the average number of times a listener saved a track went up by 66 percent.

Another curated playlist tactic that Spotify implemented was Blend, which curates a playlist for friends that merges their musical taste, this way they can bond over the music they love with one another.

  • Amazon’s Product Recommendations

Amazon could probably give a masterclass on personalized messaging, especially with their product recommendations.

For these recommendations, they leverage the data they gain from their customers and produce a personalized list of relevant products that drive further (and repeat) sales

This personalization tactic is responsible for an estimated 35% of all the shopping that happens on Amazon.

Wrapping up!

These examples are proof that the more personalized your messages are, the better the results, so it’s important to include personalization in whatever way you can. This helps move the needle forward in terms of retention and higher ROI as customers feel like you care.

Lumen’s segmentation feature makes personalization very easy by giving you insights into your customer’s behaviour and how they interact with your product. With these insights, you can send them highly personalized messages that push them to take action and engage better with your product.


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