The insight: Personalization pays in advertising, and marketing emails tailored to a consumer’s specific buying journey generally outperform those based solely on behaviors or customer characteristics, according to our Industry KPI data provided by MoEngage.

Behavior-based personalization targets shoppers by their purchases or browsing history, and attribute-based personalization focuses on traits such as age or gender. Journey-based personalization, on the other hand, delivers content to prompt action at various decision-making stages from awareness to purchase.