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The majority of consumers are generally satisfied with the marketing messages they receive from companies. Indeed, 61% of consumers believe that the marketing they receive is "just right" in terms of personalization.
However, why do 49% of people only think that marketing communications are "somewhat relevant" if that is the case? Shouldn't messages be "very relevant" if customization is hitting "just right"?
However, just 15% of consumers in the USA, Singapore, Australia, and the UK believe that marketing is "very relevant" to them.
Naturally, being "somewhat relevant" is preferable to not being relevant at all, but brands have a significant chance to bridge the relevancy gap. You may differentiate yourself from brands that are only doing okay by providing your audience with information that is truly relevant.
Many consumers are generally satisfied with the marketing messages they receive from brands. Research shows that 61% of people feel the personalization they experience is "just right."
However, there is still a noticeable gap between personalization and true relevance. While personalized marketing may recognize customer information, only 15% of shoppers in Australia, Singapore, the United Kingdom, and the United States believe the marketing they receive is "very relevant." Nearly half describe it as only "somewhat relevant."
Although being somewhat relevant is better than being irrelevant, brands have a significant opportunity to improve. Delivering genuinely meaningful and timely content helps businesses stand out from competitors that rely on basic personalization alone.
Personalization and relevance are often treated as the same thing, but they serve different purposes.
For example, a customer who purchased running shoes ten months ago receives a personalized email when their name appears in the subject line. That message becomes relevant when the brand contacts them around the time their shoes may need replacing, offering helpful guidance or replacement recommendations.
In this article, we'll explore automation strategies that help brands move beyond basic personalization and create memorable customer experiences through timely, relevant communication.
Abandoned cart campaigns are among the most widely used automation strategies because they consistently drive revenue. However, abandoned browse campaigns can capture customer interest even earlier in the buying journey.
Unlike abandoned carts, which require a shopper to add an item to their cart, abandoned browse flows only require someone to visit a page. With proper website tracking connected to your automation platform, page visits can become valuable marketing opportunities.
Consider triggering messages based on:
Including customer reviews and product recommendations can significantly improve these campaigns. AI-powered recommendations can suggest similar products or items frequently purchased together, making the content feel more tailored and useful. Businesses looking to improve these strategies can explore leading digital marketing agencies for automation and customer engagement expertise.
Reviews also help build trust and reduce hesitation. A message such as "Still deciding? See what other customers are saying" can encourage visitors to return and complete a purchase.
Email example from brand Fellow - Browse Abandonment
Replenishment, renewal, and reminder automations are highly effective yet often underutilized. These campaigns show customers that your brand understands their needs and is ready to help at the right moment.
Sending reminders before a product runs out or before a subscription expires represents relevance at its best. Rather than reacting to recent behavior, these messages anticipate customer needs.
To build successful campaigns, brands must understand the expected lifespan of their products or services. Whether it's a thirty-day supply of vitamins, a quarterly subscription, or an annual contract, timing is critical.
A reminder sent ten days before a customer runs out of vitamins allows enough time to reorder. A renewal notice sent a month before a subscription ends provides opportunities to reinforce value and introduce upgrades.
These campaigns do more than generate revenue. They strengthen customer loyalty by removing friction and making life easier. Customers appreciate brands that help them stay ahead of their needs.
Apple email example - subscription renewal automation flow
Out-of-stock products can create frustration and lost sales opportunities. Back-in-stock notifications help recover that demand by reconnecting with highly interested shoppers.
When customers request a stock alert, they are clearly signaling purchase intent. This makes back-in-stock messages some of the most relevant communications a brand can send.
These notifications perform particularly well through channels beyond email. SMS, MMS, WhatsApp Business, and mobile push notifications often achieve better visibility because they reach customers instantly.
Effective messages should remain short and action-oriented. Examples include:
"Go, go, go! Align Leggings are back in stock."
"It's back, but selling fast! Jenna, grab your Trip Gummies now."
Adding urgency and scarcity can further motivate customers to act quickly before products sell out again.
NY&C email automation example for Back in stock emails
Some of the most memorable marketing moments occur when customers least expect them. Birthdays, loyalty anniversaries, and membership milestones offer valuable opportunities to strengthen relationships.
Research indicates that 43% of shoppers appreciate rewards and recognition from brands during these special occasions.
Beyond birthdays, brands can celebrate:
To make these campaigns feel truly relevant, brands should combine personalization with tailored recommendations, localized offers, and dynamic content.
While discounts remain popular, the most effective campaigns create meaningful experiences that foster loyalty and encourage repeat purchases. Customers remember brands that acknowledge important milestones in thoughtful ways.
Man City Birthday automation email example
Many brands focus heavily on converting customers but invest less attention in the experience after a purchase. Once an order confirmation is delivered, customers are often placed back into standard marketing programs.
Post-purchase care sequences help maintain momentum and strengthen the relationship after the sale.
Instead of immediately pushing another purchase, these campaigns provide value through educational content, usage tips, and product care guidance.
For example, a florist might send a message titled "4 tips to make your Cassie Bouquet last longer," offering practical advice that enhances the customer's experience.
AI-driven predictive insights can further improve these sequences by identifying likely future purchases and recommending relevant products at appropriate times.
When customers consistently receive thoughtful and helpful communication after a purchase, they begin to see the brand as a trusted partner rather than simply a retailer. This trust encourages long-term loyalty and advocacy.
Post-purchase upselling campaign by Rituals
Relevance depends not only on the message itself but also on the channel used to deliver it. Successful marketing reaches customers through the platforms that best match the situation.
Customer preferences vary across markets and demographics. For example, 45% of consumers in Singapore prefer engaging with brands through mobile applications. Similarly, 44% of Generation Z consumers in the United States frequently interact with brands through apps. Meanwhile, email remains the preferred channel for 47% of customers in Australia and the United Kingdom.
Cross-channel marketing allows brands to meet customers where they are and deliver the most relevant experience possible. Many brands use platforms such as Mailchimp to coordinate email, automation, and customer communication across multiple channels.
Achieving "very relevant" marketing should be a priority for brands looking to increase loyalty, advocacy, and repeat purchases.
Brands that remain only somewhat relevant are doing enough to maintain visibility but may not be creating meaningful customer connections. True relevance demonstrates an understanding of customer needs and timing.
Whether it's reminding someone to reorder a product, celebrating a milestone, or notifying them that a desired item is available again, these moments build trust and strengthen relationships.
As customers become confident that your brand consistently understands and anticipates their needs, they are more likely to choose you repeatedly over competitors.
If your marketing currently falls into the "somewhat relevant" category, implementing a few well-designed automation flows could be all it takes to close the relevancy gap.
Relevant marketing is only one part of understanding customer behavior. The Customer Trend Index surveyed 4,000 consumers across four markets to uncover how people discover brands, what motivates engagement, and what inspires long-term loyalty.
The complete report provides valuable insights into preferred communication channels, customer expectations, reward preferences, and the factors that influence purchasing decisions. Understanding these trends can help brands create more relevant experiences and stronger customer relationships.
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