Personalization software lets you tailor messaging, content, and product recommendations to each user’s behaviors and interests. This helps you make the most out of your marketing spend by increasing conversions, boosting average order value (AOV), and reducing acquisition costs (CAC).
However, personalization is a complex process that combines different activities across various marketing channels. As a result, there are tons of tools and platforms that specialize in different types of personalization.
Comparing them can be difficult, so in this article we’ve gathered the 15 best personalization software tools and organized them into three categories, depending on their area of specialization:
- Cross-channel personalization platforms: Insider, Dynamic Yield, Salesforce Marketing Cloud, Personyze, and Iterable. These platforms offer the most versatile and extensive personalization features for various marketing channels. You can use them to personalize each touchpoint on your website and mobile app, as well as on channels like email and SMS.
- Website personalization tools: Unbounce, Proof, Instapage, Acquia, VWO. These tools are designed to help you create personalized experiences for visitors browsing your site. They also come with features for building landing pages and A/B testing offers and layouts.
- Email and SMS personalization tools: Klaviyo, Moosend, Omnisend, Mailchimp, Drip. These tools are primarily focused on the most popular communication channels for online businesses — email and SMS. They have features for personalizing messaging, segmenting subscribers, and automating SMS and email campaigns.
Insider can connect all your customer data and personalize every touchpoint along the user journey — from your website and mobile app to messaging channels like email, SMS, and WhatsApp.
Visit our website or schedule a demo with our team to learn more.
Cross-Channel Personalization Platforms
These platforms offer extensive personalization and automation features for websites and mobile apps, as well as for messaging channels like email, SMS, RCS, WhatsApp, Facebook Messenger, and more.
This versatility helps companies make the most out of their personalization efforts by personalizing the entire customer journey, not just one or two touchpoints in it.
They’re also great for businesses looking to simplify marketing their stacks because they don’t require the use of separate software for website personalization, email marketing, SMS, and so on.
1. Insider
Insider brings together the most extensive set of personalization capabilities for established channels like on-site and email, as well as emerging ones like WhatsApp, RCS, Facebook Messenger, and SMS.
Insider’s broad channel support and personalization capabilities help you save time, effort, and resources by consolidating your marketing stack and simplifying your workflow (compared to using lots of disconnected tools with different credentials and UIs).
Over 1200 brands rely on Insider to personalize their customers’ experiences and increase conversions, revenue, LTV, and AOV. For example:
- Avon used our AI-powered Smart Recommender to deliver contextual product recommendations in real-time, leading to an 11% increase in AOV and a 13% boost in clickthrough rates (CTR).
- Adidas used our versatile segmentation to show personalized offers to different customer segments, leading to a 258.99% increase in AOV for new users and a 35.31% uplift in conversion rate for returning ones.
- Carrefour used our web push notifications to target cart abandoners with personalized content, leading to a 350% conversion rate uplift and $11,000 of additional revenue in the first month.
Insider is also ranked as a leading personalization engine in Gartner’s Magic Quadrant, as well as the best and easiest-to-use personalization software by G2.
In the next sections, you’ll learn how Insider can help you:
- Collect the data you need to understand your users’ preferences, behaviors, and journeys.
- Personalize their experience across all touchpoints they have with your brand.
Remove Data Silos by Aggregating All Personalization Data in One Place
Successful personalization relies on data about your visitors and customers.
What pages they visit, what content they interact with, what products they browse, their purchase history, their interactions with your sales team and marketing messages — all of this info is the key to your personalization efforts.
But for most brands, this data is scattered in disconnected systems, e.g., an email marketing tool (like Klaviyo), a CRM (like Salesforce), a customer service platform (like Zendesk), and so on. As a result, crucial data becomes siloed off. This prevents companies from getting a good understanding of their customers without pouring tons of resources and engineering hours into complex integrations.
Insider’s Actionable Customer Data Platform (CDP) helps you avoid this problem by aggregating all your customer data in one central database.
Our CDP can combine data from any online or offline sources — like analytics tools, customer service software, CRMs, survey platforms, and point-of-service (POS) devices.
Note: If you’re not familiar with CDPs and their importance for the personalization process, check out our detailed article on the 7 best CDPs in 2023.Insider also creates unified, 360-degree profiles of all customers, as shown below.
These profiles contain the essential ingredient for successful personalization — unified data about your customers (name, email, phone number, etc.), their behaviors and interests (last visited, purchased, and abandoned products), their interactions with your brand on each marketing channel (email, SMS, WhatsApp, etc.), and 100+ other attributes.
Our team helps you get this data from any system you’re using and consolidate it into Insider (without charging a separate setup fee). We also analyze your data and give you ideas for creating and optimizing your personalization strategy immediately after the setup.
Due to our focus on convenience, customers consistently rate us as a top performer in categories like ease of use, ease of setup, and quality of support.
Here’s what one of our customers had to say about our support team:
“We met with a lot of different companies before working with Insider, but no support team came close. Insider’s support team is attentive, has global experience and also local expertise, which is exactly what we needed. In addition to this, the technology is easy to use and integrate, and meets all of our needs. We can say that Insider won our heart as the best platform with the most amazing team.
Make the Most Out of Your Time and Marketing Budget With AI-Powered Segmentation
Segmentation ensures you’re focusing your personalization efforts on the right people, which has a massive impact on your conversions and as a result — on your marketing ROI.
With Insider, you can segment your audience based on various factors like:
- On-site behavior.
- Purchase history.
- Triggered events, and more.
However, you’re not limited to creating manual segments with these attributes, as Insider also creates predictive and predefined audiences for you.
For example, our predictive AI-powered algorithms let you target users based on their:
- Likelihood to purchase.
- Likelihood to churn.
- Discount affinity.
- Potential LTV.
- And much more.
In fact, this predictive segmentation is an essential capability for many of our customers:
“Insider’s AI-driven predictive segmentation is spot on, customizable in terms of granularity and focus, and this is what we liked best about Insider.”
Insider also creates predefined audiences of users who:
- Abandoned their carts.
- Visited a product page but didn’t add an item to their cart.
- Interacted with you via a marketing channel (email, SMS, WhatsApp, etc.)
- And much more.
These automatically-created audiences save you lots of time and effort because you can target them directly or use them to make your segments even more precise.
Here are some example segments you can create by combining our pre-made audiences with manual segmentation:
- Customers in the UK who use an Android device, have spent over $100 with your brand, and have a high discount affinity.
- Customers in New York who use iOS devices, interact with your brand via email and SMS, and have a high projected LTV.
- Customers in Japan who use your mobile app, show interest in a specific product category, and are still early in their customer lifecycle.
Put simply, our versatile segmentation lets you narrow down your audience and serve content, messaging, and product recommendations to the right people at the right times.
For example, Forum Sport (a retailer with over 50 stores in Europe) used Insider’s segmentation to divide users into two categories — those with more than €150 in the cart and those who had less than €150 worth of items in their cart. By engaging these segments with personalized messaging and social proof, Forum Sport saw:
- A 7.36% uplift in conversion rate, a 4.32% uplift in AOV, and a 10.71% uplift in incremental revenue for the first segment.
- A 2.61% uplift in conversions and a 1.05% uplift in incremental revenue for the second one.
Improve Conversions, AOV, and LTV by Personalizing All Customer Touchpoints
With your data and segments in place, you can start creating personalized experiences for all your customers (this process is called “data activation”).
Insider’s extensive channel support and versatile personalization features allow you to personalize every touchpoint along the customer journey, like:
- The banners, categories, and search results users see on your site. Samsung used some of these tactics to drive a 10% conversion rate uplift during the launch campaign for the Galaxy Note 9.
- The messages they receive from you via push notifications, email, SMS, WhatsApp, and any other messaging channels. HipVan created personalized retargeting campaigns using email, web push, and mobile app push resulting in a 46.7% uplift in conversions.
The product recommendations they see. Chow Sang Sang used our AI-powered Smart Recommendations to provide more relevant product recommendations on various pages on their site, leading to a 10.5% uplift in conversions.
