Technology is continuously evolving – which means there are always new opportunities to fine-tune your sales and marketing efforts.
One of the most exciting digital marketing trends for 2025 is personalised marketing.
Personalised marketing is a strategy that involves tailoring a marketing message specifically to the needs of each customer, based on the information you have about their needs, preferences, and behaviours.
This type of marketing breaks away from the traditional way of running campaigns, where you show the same message to everyone.
When you do it strategically, personalised marketing lets you find out more about your customers than ever before.
Plus, every prospect will feel that what you offer is unique to them and what they need – which improves your conversion rate too.
There are lots of tools that can help with your personalised marketing. A ScoreApp quiz, for example, gives you a simple, effective, and engaging way to see how powerful personalised marketing can be.
You can set up a Scorecard in just 3 minutes, and create customised reports for everyone who responds. That way, from the first second you interact with them, you are providing huge amounts of value to every lead.
How to use personalisation in digital marketing to your advantage
If you have never tried personalised marketing before, here are some benefits it can have for your business.
Increased engagement
Personalised marketing speaks directly to every lead. Because it’s so relevant to their needs, they want to listen!
According to McKinsey, 71% of customers expect companies to provide personalised experiences, and 76% get frustrated when they don’t.
By utilising personalised marketing, you’re ticking all the boxes with every prospective customer.
Better customer experience
Your prospects want personalised content. By delivering this to them, you can nurture them more effectively and build trust faster, ultimately elevating your entire customer journey.
Enhanced customer loyalty
78% of consumers say they are likely to make repeat purchases from companies that personalise their marketing because they feel valued and understood. 78% also said they would recommend companies that personalise communications to their friends and family.
By implementing personalisation in your marketing, you have the opportunity to build an audience of loyal regular customers.
Improved conversion rates
Finally, you can make your marketing budget work harder through personalised tactics.
Companies that embrace personalisation generate 40% more revenue than companies that don’t, proving that this style of marketing can take your conversion rate from surviving to thriving.
How is personalised marketing changing in 2025?
The biggest changes in personalised marketing in 2025 will be thanks to one core piece of technology: Artificial Intelligence (AI).
Hyper-personalisation using AI
9 in 10 businesses are already using AI-driven personalisation to grow their business. This is only set to grow in 2025.
AI is enabling businesses to offer hyper-personalised marketing to every customer. It can analyse vast data sets and summarise the findings to create highly-customised experiences at scale.
You can use Large Language Models (LLMs) to generate bespoke email sequences, content, and product recommendations for individual customers based on their preferences, behaviour, and pain points.
With ScoreApp, your personalisation efforts don’t have to end with your quiz. You can build a full sales funnel and segment your audience to send them targeted communications that reflect their needs.
For example, if you run an accountancy firm, your quiz may be set up to help business owners understand where they need to improve their financial management.
If a prospect’s quiz results show that they have a weakness in creating accurate sales forecasts, you could set up an email marketing journey and use machine learning to create specific content tailored to this need, such as:
- A blog post on why accurate sales forecasting is essential to success
- A mini video course on how to set up better sales forecasting reports
- A case study from a client to show how utilising your forecasting services helped their business
Real-time personalisation
AI technology also allows you to adapt your marketing efforts to customer actions in real-time.
By tracking user interactions across platforms, AI tools can adjust messages immediately and automatically, so your marketing content is always relevant to what your prospect needs.
For example, if you run an e-commerce fashion store and a customer buys a new dress, you can use AI to make sure that the homepage they view on their next visit includes similar items and accessories to try and encourage another conversion.
This kind of dynamic personalised marketing helps to create a more engaging experience for every customer.
Predictive personalisation
Finally, businesses can now anticipate what customers need or want – before they ever express it!
AI technology can analyse past behaviour and predict future actions, helping you create offers that resonate deeply with each customer.
With ScoreApp’s bespoke dashboard, you can score your leads based on how likely they are to convert, all based on the information they have given you when filling out your quiz.
You can then use this information to strategically place them in your sales funnel, and send targeted follow-up emails with the right information at the right time to encourage sales.
Where personalisation fits into your wider sales and marketing strategy
Now that you understand what personalised marketing is – and how it’s going to change – it’s time to think about where it fits into your sales and marketing strategy.
Privacy and trust issues with personalised marketing
As personalisation intensifies, so does the need for greater transparency around how you use people’s data.
An increasing focus on data protection and consumer privacy is making it harder for companies to collect meaningful data on their prospects. You need to clearly communicate the benefits of personalisation with your prospects, and ensure compliance with data protection regulations.
An irresponsible use of data is one of the biggest mistakes you can make in personalised marketing. Companies that prioritise ethical data usage and transparency are likely to build stronger trust and loyalty with their customers.
You want people to read your communications and think “Wow, they wrote this for me”. People thinking “Has this company been stalking me?!” is not the goal!
Always make sure you have permission to contact people and that you are following your country’s privacy laws before you start utilising personalised marketing.
When you use ScoreApp for your personalised marketing efforts, you don’t need to worry about this.
Our quiz software lets you take advantage of all the benefits personalised marketing has to offer, and is fully GDPR-compliant.
Create the optimum sales funnel for personalised marketing
Here are the key steps to creating a sales funnel that champions personalised marketing at every stage.
1. Create a lead magnet for your audience
First things first – you need to create a lead magnet to attract leads to your business!
This lead magnet needs to be engaging, interactive, and – of course – personalised.
One kind of lead magnet that ticks all of these boxes is a dynamic quiz.
Our ready-to-use templates can be easily customised, and you can include pre-qualifying questions to help with your personalised marketing efforts.
From there, it is easy to assign categories to individual answers and deliver broken-down scores to your leads in the form of a personalised report.
2. Collect information about your audience
The results you gather from your ScoreApp quiz give you a wealth of information about every lead, including:
- Overall scores
- Category scores
- Every answer to every question
- Geolocation
- Gravatar
And more!
All of this builds a picture of your target customer – who they are, what they need, and how you help.
From here, you can build a customer journey that is personalised to each person’s needs.
3. Use this information to personalise your marketing efforts and segment emails
If you haven’t already done so, now is the time to set up email marketing automation for your business.
We receive, on average, over 120 emails per day. It has never been harder to stand out in someone’s inbox.
Enter automated email personalisation: the ability to send separate campaigns to prospects based on their needs and where they are in the customer journey.
From welcome emails to personalised tips and product recommendations to sales enablement content, email marketing gives you a great opportunity to utilise personalised marketing to its full potential.
With ScoreApp, you can automate the set up of different audience segments, so you can send separate campaigns to prospects based on their needs and where they are in the customer journey.
ScoreApp can also seamlessly link with the most popular CRMs and email marketing platforms, including HubSpot, Mailchimp, and Keap – and connect with over 3000 other tools via Zapier.
4. Keep learning about your audience with feedback loops and surveys
You can’t just segment your customers once and expect the conversions to keep rolling in.
People’s behaviour and needs change, so you need to keep your segments dynamic to adapt along with them.
The best way to understand what people need? Ask them!
Quizzes give you a great opportunity to collect further feedback from your customers. When you know what people like – and dislike – about your communications and offers, you can take steps to improve them.
Depending on your business, you might want to collect feedback on:
- Specific product features
- User experience
- Your customer support
- Potential room for improvement
A quiz is also far more engaging than a traditional survey. You can offer further value-driven content, or a special discount or incentive to encourage people to share their thoughts.
5. Continue to test and refine your personalised marketing strategy
Finally, you need to continue to improve your personalised marketing strategy through testing and analysis.
Make a note in your diary to regularly evaluate the analytics of your CRM and other marketing automation tools, to understand which parts of your marketing strategy are performing best, and what needs to be improved.
With ScoreApp, you get in-depth reporting features that help you understand everything you need to know about the performance of your quiz – including A/B test results, quiz abandonment rates, and how long it takes people to answer each question!
Personalise your marketing in 2025 with ScoreApp
Not only is personalised marketing here to stay, but when utilised to its full potential, it has the ability to transform your ROI and improve your conversion rate.
With ScoreApp, embracing personalised marketing couldn’t be easier.
ScoreApp helps you to:
- Reach more people and obtain more leads through a compelling quiz
- Impress participants with an interactive, fun experience and valuable personalised results
- Segment every quiz respondent into an audience group automatically
- Contact every lead with a strategic, GDPR-compliant nurture sequent
- Build trust through value-based educational content
- Close more sales
- Collect feedback to further refine your personalised marketing strategy
- Review your analytics to optimise your strategy even further
Join thousands of happy ScoreApp quiz customers and try our quiz software today for FREE.
