Expert blog
Expert blog: campaigns that land – and are permitted
We write about what we build every day: customer journeys, personalisation, data protection in marketing and AI with approval. Concretely, with examples from banks, insurers, municipal utilities and SMEs – and without promises we cannot back up.
Cluster 05 · Personalisation · Fundamentals
Personalisation – what it is, what it delivers and how to implement it in compliance with data protection law
Personalisation means that every recipient gets the content, argument, channel, timing and sender that fit their situation – not just their name in the salutation. The fundamentals article explains what data this is based on, what role AI plays and how you stay within the limits of the GDPR.
Marc Zimmermann · CTO · Updated on 12 Oct 2026 · Reading time approx. 16 minutes
Topics
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All articles
Cluster 01 · Customer journeys in practice
The first article on this topic will be published soon. Until then, Customer journey explains the basics.
Customer journey mapping – from sketch to automated campaign
The 5 journeys every company should automate first
Why campaigns fail: missing exit points and negative paths
Defining triggers correctly: event-, time- and behaviour-based
Cluster 02 · Data protection & law in marketing
The first article on this topic will be published soon. Until then, Consent management explains the basics.
GDPR-compliant marketing automation – what is really permitted
Managing consents: double opt-in, withdrawal and documentation obligations
Email advertising to existing customers: using the UWG exemption correctly
AI in marketing and the EU AI Act: what companies need to consider now
DORA and marketing software: what financial institutions require of service providers
Cluster 03 · Contact frequency & customer experience
The first article on this topic will be published soon. Until then, Contact frequency management explains the basics.
Contact fatigue – how too much communication costs revenue
Managing contact frequency across channels, not just in the email tool
The right timing: when customers are most likely to respond
Prioritising competing campaigns
Cluster 04 · Combining channels
The first article on this topic will be published soon. Until then, Journey orchestration explains the basics.
Orchestrating multichannel campaigns properly
The letter is not dead: print in automated journeys
Campaign landing pages: personalisation without cookie tracking
SMS in service and sales: when it makes sense
Cluster 05 · Personalisation
Fundamentals article on this topic: Personalisation – what it is, what it delivers and how to implement it in compliance with data protection law
Personalisation – what it is, what it delivers and how to implement it in compliance with data protection law
Personalisation means that every recipient gets the content, argument, channel, timing and sender that fit their situation – not just their name in the salutation.
Marc Zimmermann16 min
Classic personalisation vs. attribute-level personalisation: the difference in concrete examples
What data does personalisation really need? (And what not)
Personalisation and the GDPR: legal bases, purpose limitation, profiling
Relevant, not creepy: where personalisation costs trust
Personalisation in letters: individual print communication, automated
Personalisation in bank advisory: the adviser as personal sender
SMEs: personalisation without a data science team
Measuring impact: testing personalised variants properly against standard communication
Cluster 06 · AI in campaign management
The first article on this topic will be published soon. Until then, Compliance gate explains the basics.
AI in campaign management – where it helps and where people decide
Approval processes for AI content in regulated industries
Safeguarding brand language and tone in AI-generated texts
Cluster 07 · Industry playbooks
The first article on this topic will be published soon. Until then, Trigger campaign explains the basics.
Reinvestment campaigns for banks: targeting maturing investments
Churn prevention at municipal utilities and energy suppliers
Dealer networks: central control, local delivery
B2B lead nurturing in long sales cycles
Insurers: communication around contract adjustments
Cluster 08 · SMEs without a large marketing team
The first article on this topic will be published soon. Until then, Lead nurturing explains the basics.
Introducing marketing automation – costs, effort, benefits
Marketing automation with 1–2 people: a realistic start
From Excel lists to an automated campaign in 30 days
Selection criteria: checklist for choosing software
Cluster 09 · Measuring & optimising
The first article on this topic will be published soon. Until then, Micro-conversion explains the basics.
Measuring campaign success without third-party cookies
Micro-conversions: making the path to conversion visible
A/B tests in journeys: what is worth testing
KPIs for campaigns: which metrics really count
Who writes here
Who writes the articles – and who reviews them?
The articles are written by Ralf Pispers (CEO) and Marc Zimmermann (CTO) of PBM Personal Business Machine AG. Every article names its author, role and the date of the last update. Articles on law and regulation carry an as-of date and do not replace legal advice. We review regulatory articles at least every six months.
We publish two to four expert articles per month. Better fewer and thorough than daily and superficial.