As the level of personalization goes up, bounce rates reduce significantly, with deeply personalized content seeing 64% less audience loss than content that is not personalized.
Human attention is limited.
So customizing communications to be relevant to individuals is an effective tool in convincing readers, especially busy marketing leaders or decision-makers, to invest their time in your content.
The more eyes and time you can reach, the greater opportunity for your content to educate or influence its reader.
While segmenting and tracking audiences can be challenging at first, the value of increased engagement and retention of readers is clear.