Personalization at Scale: Crafting Content That Feels One-to-One

Here's How to Create Content Tailored to Your Reader

Photo by Neeqolah Creative Works on Unsplash

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More than 60% of customers expect every touchpoint with your brand to be personalized. Think about that. The majority of customers want every single communication you send them to be customized to their unique circumstances.

That’s a pretty daunting task, if you think about it. The good news is, your competition is likely thinking the same thing. Which means they likely won’t make the necessary effort to personalize communications that customers desire. If your company starts moving now toward more personalized communications with your costumers, you’ll create a competitive advantage. At least for now.

Let’s talk about tactics you can employ to create more customized content for each individual reader.

Mass Marketing is so 2010

Think about what happens when you open Netflix or Tubi. You’ll see the latest hit movies or shows that both want to promote to you.

But you’ll see different content tailored just for you. You’ll be given custom selections based on your viewing history. Watching The Dark Knight Rises could lead to new movie suggestions based on the director (Christopher Nolan’s other films), or other films starring actors Christian Bale, Anne Hathway or Tom Hardy. Or maybe you’ll be prompted to watch another Batman movie.

I won’t get that content if I don’t watch the same movies you do. Netflix will use AI to create a unique content experience for each of us.

That’s the power of personalization done well.

Personalization in content creation isn’t just a luxury, it’s a cornerstone of modern customer experience (CX), even when reaching millions.

Why Personalization Matters in CX

Once upon a time, brands blasted the same ad to everyone, think billboards or TV spots shouting into the void. But today, that one-size-fits-all approach feels like a relic. Customers expect more, and they’re driving a shift toward tailored experiences. A striking 80% of consumers say they’re more likely to buy from brands that personalize, according to Epsilon. It’s not just a trend, it’s a demand for relevance in a noisy world.

This shift ties directly to customer experience (CX). When content hits the mark, say a newsletter with tips you actually need or a product suggestion that fits your style, it’s like the brand gets you. That spark of recognition builds trust, turning casual browsers into loyal fans. It’s why Netflix keeps you hooked with spot-on recommendations or why your favorite coffee shop remembers your order. Personalization isn’t just nice; it’s a loyalty superpower. It communicates “I see you, I appreciate you”.

But here’s the catch: how do you pull this off for thousands, even millions, without it feeling robotic or fake? Scaling that one-to-one magic is the puzzle brands wrestle with. Done right, it’s a game-changer; done wrong, it’s just noise. That’s where the real challenge, and opportunity, lies.

The Tools Making Content Personalization Possible

Personalization doesn’t happen by magic, it’s powered by data and some clever tech. At its core is customer data: the trail you leave online, like what you browse, buy, or chat about on social media. It’s not about creepy stalking, it’s about spotting patterns. A brand might notice you love sci-fi books or always order vegan snacks, then use that to nudge content your way that clicks. Simple, but effective.

The real horsepower comes from the tools. AI is a big player, think Amazon’s “You might also like” suggestions, which nail what you didn’t even know you wanted. It’s not just for shopping; AI can tweak blog headlines or video scripts to match your vibe, ChatGPT-style. Then there’s segmentation, tools like Mailchimp let creators split their audience into groups. I’ve been experimenting with segmented emails here on Substack, emailing certain groups based on their activity/engagement levels. It’s personal without being overwhelming.

Dynamic content takes it further. Ever notice a website shift its offers based on what you’ve clicked? That’s real-time adaptation, your behavior shapes what you see next. A standout example is Spotify’s Wrapped. It digs into your listening habits, every late-night playlist binge, and spins it into a colorful recap that feels like a gift just for you. These tools turn raw data into connection, making mass personalization feel surprisingly human. That’s the trick: tech does the heavy lifting, but the result still resonate.

Real-World Wins (and One Miss)

Starbucks’ App: Starbucks doesn’t just sell coffee, it sells your coffee. Their app uses personalization like a pro, suggesting drinks based on your past orders and even the weather where you are. Raining in Seattle? You might get a push notification for a cozy latte. Sunny in Austin? Here’s an iced coffee deal. These aren’t random guesses, data from your habits and location powers it. The result? Engagement spikes, with users 3x more likely to order via the app, per company reports. It ties to CX by anticipating needs before you voice them, those little nudges feel like a barista who knows you by name. It’s content (notifications, offers) doubling as a personal touch, driving sales and smiles.

Substack Writer: Big brands aren’t the only ones winning here. Take a Substack writer, say a niche historian. They run quick X polls or email surveys asking, “Civil War or Ancient Rome next?” Readers vote, and the next newsletter dives into the winner. It’s low-tech but also direct feedback shapes content that feels made for you. It proves personalization scales down, too. No AI required, just a creator listening. That responsiveness turns subscribers into a community, showing the human side of CX shines even on a small stage.

Clueless Retailer: Contrast that with a retailer bombing, think endless “Dear Customer” emails pushing winter coats to Floridians. No data, no care, just spam. Customers unsubscribe, trust erodes. It’s a personalization miss that screams disconnect.

Takeaway: Tech enables scale, but the human touch, understanding, applying and adapting, makes it stick. Balance is everything.

How to Do It Right

Personalization at scale sounds daunting, but it’s doable with the right approach. Here’s a mini-guide to nail it. Start small, don’t boil the ocean. Segment your audience by basics like location or interests. A fitness brand could send yoga tips to one group, weightlifting hacks to another. Easy wins build momentum.

Next, leverage feedback. Ask what people want, drop a quick poll like “More recipes or workouts?” or a survey in your next email. Readers love being heard, and you get gold.

Then, test and tweak. Run A/B tests, try two subject lines or video intros and see what clicks. Data shows what resonates, not guesswork. Finally, stay authentic. Overdoing it, like “We saw you browsed socks yesterday…” feels invasive, not clever. Keep it helpful, not stalker-ish.

The big shift? Stop treating content like a megaphone. It’s a conversation. Picture chatting with a friend over coffee, listen, respond, adjust. That mindset turns generic blasts into real connections. Whether you’re a solo creator or a big brand, personalization works when it’s practical and human. Start where you stand, use what you’ve got, and watch engagement grow.

How to Get Started Creating Personalized Content in Less Than Five Minutes

Here’s some quick and easy wins to create more personalized content, especially here on Substack:

First, check all the comments you received over the last week. What’s the feedback? For instance, if someone leaves a comment asking you to better explain or clarify a point you raised in the article, that’s a hint that perhaps you need to do a deeper dive on that topic. You could write the second post on the topic and when you do clarify that the idea came from a comment that (reader) left. That shows appreciation to the person who left the comment, and signals to everyone else that you are paying attention when they comment. Remember…reward the behavior you want to encourage.

Second, add a Poll. This is a very easy way to give your readers a way to contribute. Let’s be honest: Not everyone feels comfortable leaving a comment. Adding a poll gives those people a way to contribute, and it gives you better feedback that you can incorporate into your content creation.

Finally, as you are reading other substacks, take notes. Pay attention to what topics are driving engagement. Also, note what other writers are doing to drive engagement. Then take those accumulated notes and use those tips to personalize your content for your own audience.

It’s that easy. Honestly the hardest part of creating more personalized content, is getting started. Just making an effort to create more personalized content puts you ahead of most content creators!

Thank you for reading! On Tuesday it’s April’s edition of Marketing and Movies, featuring the incredibly important film The Big Short. Hope you have a wonderful weekend, see you then!

Mack

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Backstage Pass teaches you how to better connect with your customers, readers, clients, or donors. The lessons shared here draw on my experience over the last 20 years building customer engagement strategies for companies like Adobe, Dell, Club Med, Ingersoll-Rand, and countless others. I give you real-world research, examples and tactics that show you how to create customer engagement efforts that drive real business growth.