The Complete Guide to Performative Personalization

Personalization should be the linchpin of a smart marketing strategy in today’s increasingly competitive world. However, how often are you really using personalization to move the needle?

For many brands, the answer is not that often. Sure, generic, basic personalization is the standard for most email and SMS campaigns. But that’s not enough to see more conversions and revenue while building a long-term relationship with your shoppers. 

Consumers demand more, and performative personalization can help you stand out from the competition and deliver for your customers. Here’s what you need to know about how performative personalization can transform your marketing strategy.

What is performative personalization?

Every brand wants to use marketing to increase revenue. But do you realize just how important personalization is to seeing real results? That’s where performative personalization makes the difference. 

Instead of personalizing just for the sake of it, performative personalization uses data-driven insights to determine the personalization that will generate more revenue. Now, you can create tailored 1:1 messages targeting each reader based on their shopping and behavioral history, optimizing each engagement for more clicks and conversions.  

And the best part? The Zembula platform helps you do this automatically, making real personalization at scale easier — and more effective — than ever. 

Performative personalization drives results

Our amazing clients have been using performative personalization to achieve impressive results, seeing gains in revenue and improvements in customer experience. 

For example, Thrive Causemetics started using personalized Smart Banners™ to highlight their promotional messages and saw a 10-17% lift in revenue.

Bully Bunches started implementing a personalized Smart Banner™ strategy, and it drove an 8% increase in revenue and over 17% boost in conversions.

After Hat Heaven started running personalized emails with Smart Banners™, click-through rates increased by 3%, and revenue went up by over 9% in the emails using these dynamic banners. 

Smart Banners™ and Smart Blocks™ form the foundation of a performative personalization strategy. These dynamic content blocks pull in your reader’s shopping and behavioral data, displaying personalized, up-to-date information designed to drive action and engagement. 

The Zembula approach is focused on personalization for revenue optimization — making you more money and increasing engagement.

Use it for email and SMS

The other benefit of performative personalization for your business is it works across various marketing channels. All you need is one pixel, and you can have personalized messaging across your entire marketing ecosystem — from email to SMS and your website. 

The secret lies with our Campaign Decision Engine. It’s an AI-powered tool that runs through your customer data and message templates in milliseconds, choosing the best display message most likely to generate revenue.

The secret lies with our Campaign Decision Engine. It’s an AI-powered tool that runs through your customer data and message templates in milliseconds, choosing the best display message most likely to generate revenue.

With it, you can ensure that every message you send, including both email and SMS, are personalized to each individual reader, and the message stays consistent across channels. That brings more personalization to your marketing and increases message visibility.

How to use performative personalization

Using the Zembula platform, it’s easy to incorporate more performative personalization into the mix. Here are a few examples of how to do it with your emails or SMS messages.

Our client, Makeup Cartel, uses a six Smart Banner™ approach to kickstart their performative personalization. Five are directly orientated toward revenue optimization, and the sixth is for package tracking.

With these banners, you have an arsenal of personalized revenue-driving messages to attract reader attention and generate clicks.

Hat Heaven also uses a unique combination of Smart Banners™ to drive engagement. An abandoned cart banner that pulls in loyalty information is one of our favorites. It lets customers know how to ‘cash in’ their loyalty points to save on the price.

This approach helps increase conversions with loyalty members.

One of the benefits of the Zembula platform is you can add the same high levels of hyper-personalization to your SMS messages as your emails. 

This one is a perfect example. It uses geolocation, including weather data, to connect with the customer and remind them about a product they were interested in previously. You can’t get much more personalized than weather data!

Embrace performative personalization

If you’re ready to add more performative personalization to your marketing strategy, we’re here to help. With Zembula, it’s easy to automate personalization using customer data so they get a best-in-class experience interacting with your brand. 

Get in touch to learn more about how Zembula can help your brand. Click here to request a demo.