What is personalisation?

What is individualised in personalisation?

Classic personalisation puts the name in the salutation or sends each segment its own version. Attribute-level personalisation goes further: each recipient receives the combination that fits their situation – the argument (for example security instead of returns), the image, the tone, the channel (email, letter, landing page or SMS), the timing and the personal sender.

It is based on master and contract data, deadlines and life events, behaviour in the ongoing journey, and segment and product logic. Technically, personalisation usually works in two layers: a rule layer selects variants in a traceable way (“Portfolio value over €50,000 → tax advantage argument”). A generative layer can use AI to suggest additional text variants, which people approve before use.

The limit is set by the customer’s trust – and by the law. Only data permitted for this purpose should be used. If a profile is built from data, it must be checked whether this constitutes profiling within the meaning of the GDPR. And a message should feel relevant, not creepy: overly precise or unexpected use of data breeds mistrust.