Interactive marketing has evolved into a creative powerhouse for engaging audiences, and to shed light on this transformation, we’ve gathered firsthand accounts from industry leaders. From crafting choose-your-own-adventure emails to adjusting content based on knowledge level, explore the diverse strategies of CEOs, directors, and other experts in our collection of fifteen personalized marketing content examples.
Craft Choose-Your-Own Adventure Emails
To truly personalize interactive marketing content, create “Choose Your Own Adventure” email campaigns. At Thrive, we implemented this strategy for a B2B client, and it was a game-changer. We crafted a series of emails where recipients could click on different options based on their interests, leading them down unique content paths.
For instance, a CFO might dive into ROI calculators, while a CMO could explore brand-building case studies. This approach not only boosted engagement but also provided valuable insights into our audience’s preferences. Surprisingly, we discovered segments we hadn’t even considered before! Our open rates jumped by 30%, and click-through rates doubled.
The key is to make your audience feel like active participants rather than passive recipients. By giving them control over their journey, you’re not just personalizing content—you’re creating a dialogue. Remember, effective personalization isn’t just about using someone’s name; it’s about crafting experiences that resonate with their specific needs and interests. So, don’t be afraid to let your audience take the wheel—they might just steer you towards unexpected opportunities.
Tristan Harris, Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency
Integrate Targeted CTAs with a Helpful Guide
In our efforts to deepen engagement through our interactive marketing content, we’ve tailored our approach to directly connect with our readers’ specific interests and needs, particularly within the HRIS and HR Tech markets. Recognizing that our audience seeks both insight and practical tools, we’ve integrated interactive applications into each of our blog posts that are custom-designed to enhance the reader’s experience and provide actionable value.
For instance, each piece of content on our site features a unique call-to-action that is relevant to the topic discussed. This could range from an invitation to build a personalized list of HRIS requirements based on the user’s specific needs to tools that allow users to input their company size and instantly receive tailored pricing data from various vendors. These interactive elements are designed not only to enrich the content but also to seamlessly guide readers further into our marketing funnel.
This strategy has significantly increased our engagement rates. Readers spend more time on our pages, interact more with our content, and are more likely to convert into leads. By providing these tailored interactive experiences, we’re not just disseminating information; we’re offering a dynamic, personalized journey that resonates with our audience’s diverse needs.
Such personalized interactions ensure that our content is not only informative but also immediately applicable, helping readers make well-informed decisions effortlessly. This approach not only sets our content apart from standard industry blogs but also establishes our brand as a thoughtful leader in the HR Tech space, deeply committed to providing value at every touchpoint.
Brett Ungashick, CEO & CHRO, OutSail
Highlight Services Through Storytelling
In my role at SAFC, personalizing interactive marketing content has been pivotal for deepening our engagement with audiences. A standout example was during our “SAFC’s #IamGREENHERO Reduce, Reuse, Redrive” campaign, where we leveraged personalized storytelling to highlight how our services impact individual customers. We created a series of interactive online features where users could input their interests and receive customized stories and financial advice related to sustainable practices.
For instance, a customer interested in eco-friendly investments could explore tailored content on green financing options, complete with interactive calculators and user-specific success stories. This approach not only increased our engagement rates but also strengthened our customers’ trust and loyalty by showing them that we understand and cater to their unique needs and values.
Robel de Jesus, Corporate Communications Group Head, SAFC
Combine Deep Insight with Practical Tips
We’ve availed shipment tracking and air waybill (AWB) tracking tools on our TrackingMore website to help our visitors quickly check in on the status and whereabouts of their packages. These tools connect with over 1,200 carriers worldwide, including more than 80 airline carriers.
Customers do not need to go through the process of searching for a specific carrier to track their shipments. They can enter their shipments’ tracking numbers or AWBs, and the tracking tools will automatically detect the specific carrier.
These interactive tools have helped us significantly boost traffic to our website. We’ve also been able to connect better with our audience through our content and marketing copy, which provides tips on improving their tracking experience. The overall effect has been an increase in conversion rates and customer satisfaction.
Clooney Wang, CEO, TrackingMore
Share Relatable Customer Success Stories
At Stallion Express, personalizing our interactive marketing content is about understanding our audience’s unique needs and making them feel seen and valued. For example, we recently launched a campaign that targeted small-business owners, a core part of our customer base. By analyzing data from previous interactions, we created customized shipping solutions tailored to their specific challenges, like cross-border delays and cost management.
In one instance, we shared a story of a small-business owner who saved 20% on shipping costs using our services. This not only demonstrated our expertise but also showed that we genuinely care about our customers’ success. By focusing on real-life scenarios, we made our content relatable and useful, strengthening our connection with our audience.
Jen Seran, Director of Operations, Stallion Express
Create a Personalized Product Recommendation Tool
We’ve focused on deeply understanding our audience through data analysis. For instance, recently, we created a personalized product-recommendation tool for a skincare client. Basically, the user answers a series of questions regarding their skin type, any concerns they might have, etc., and based on the information provided, the tool suggests products and routines tailored to them.
This technique enhanced the user experience to a great extent and provided valuable data for refining future marketing strategies. The best part was that it significantly improved engagement and conversion rates by up to 30% as well.
Rahul Vij, Co Founder, WebSpero Solutions
Address Specific Queries and Situations
To engage my audience more effectively, I create interactive content that addresses their specific legal concerns and needs. For example, I’ve created a range of personalized legal guides and case studies focusing on family law issues. These materials provide in-depth insights and practical examples of legal procedures, aiding users in grasping their circumstances.
By customizing content to tackle typical queries and situations encountered by potential clients, I deliver instant value and foster a personal connection. This strategy boosts engagement and solidifies my reputation as a credible authority in the industry.
Mark Childress, Attorney, Law Offices of Mark M. Childress, PLLC
Customize Webinar Content via Pre-Event Surveys
Hosting tailored webinars has been a great way for us to get to know our audience with interactive marketing content. We know that our audience has unique needs and challenges, so we create an experience that is relevant and engaging. We’ve organized webinars in the past, and before we host the webinar, we send out a survey to registrants so that we can better understand their concerns and areas of interest.
Based on their responses, we can then customize the content of our webinars so that we can tackle the most pressing issues. For example, if the majority have said they’ve struggled with local SEO, we dedicate a significant part of the webinar to actionable tips and strategies to help with improving local search rankings.
On the other hand, if they’re more interested in optimizing their Google Ads campaigns, we include a detailed walkthrough of advanced techniques to maximize their ad performance. We also make sure to include Q&A sessions so that they can ask questions while we are live.
Esther Buttery, Director, CLIQ Marketing Content
Incorporate Localized, Recognizable Experiences
To better connect with my audience, I’ve personalized our interactive marketing content by incorporating localized experiences and visuals that resonate with our clients in each borough.
For instance, we created a series of videos showcasing security-gate installations in iconic locations such as the Brooklyn Bridge and Central Park. This not only highlights our expertise but also fosters a sense of familiarity and community, making potential clients feel more at ease. By tailoring content to reflect the neighborhood-specific culture and needs, we strengthen relationships and enhance engagement.
Beni Avni, President, New York Gates
Host Interactive Demos with AR
As the founder of Daisy, interactive content is key to connecting with our audience of luxury homeowners and office managers. We create customized smart-home solutions and custom smart-office setups, so personalized interactions are critical.
For example, we held an interactive open house at a newly renovated historic mansion. Guests could tour the space using augmented reality to envision how various smart-home systems could improve their experience in each room. They explored lighting, shading, temperature, and security options custom to the home’s unique architecture. This highly engaging event led to over $2M in new automation projects.
We also built an interactive 3D model of a proposed office renovation so the executive team could experience the design from multiple angles on a touchscreen table before approving the plans. They could click on elements they wanted to change or improve. Seeing the design in an interactive, collaborative format led to a final concept they fully endorsed, saving weeks of revisions.
Personalized content shows we understand clients’ needs and helps them envision how smart environments can transform their spaces. Interactive tools give them a sense of ownership in the design process and final solution. For us, customization is key to turning interest into commitment.
Hagan Kappler, CEO, Daisy
Inject Personality with Relatable Video Content
Connecting with an audience goes beyond delivering information; it’s about forging a genuine relationship. For me, effective interactive marketing is about revealing the personality behind the brand and inviting people into a conversation.
That’s why I’ve focused on creating video content that feels authentic and relatable. Unlike static images or text, video allows me to showcase my personality, build trust, and create a more engaging experience. For instance, my colleagues and I have started a fun series which we have called “Legalese,” where we translate normal phrases or sentences into legalese. It’s a creative way for us to have some fun in the office, but also a great way to help educate the public about potentially important legal issues.
Ultimately, it’s about making people feel seen and heard. By injecting personality into our marketing, we can foster a deeper connection with our audience and build lasting relationships.
Stephanie Sherman, Partner, Attorney, Wisner Baum
Offer Curated Content from Customer Feedback
We’ve always strived to make our content feel like it’s tailored specifically for our audience—because it is. One of the most effective ways we’ve done this is by leveraging customer feedback to create a more personalized experience. For example, after noticing that many of our customers were searching for groomsmen gift ideas based on specific hobbies, we decided to take action.
We launched a series of interactive quizzes that help users find the perfect groomsmen gift based on the recipient’s interests. The quizzes ask simple, relatable questions about hobbies, personality traits, and even inside jokes. What’s great about this is that it doesn’t just suggest a generic product; it offers a curated list that feels like it was handpicked by someone who knows the recipient well. This not only made the shopping experience more enjoyable for our customers but also significantly increased our engagement rates. The feedback was overwhelmingly positive, with customers sharing their quiz results on social media, which further amplified our reach.
This personalized approach has allowed us to connect with our audience on a deeper level, turning a simple purchase into a memorable experience. It’s all about making our customers feel seen and understood, which is the foundation of any successful e-commerce strategy.
Chris Bajda, E-commerce Entrepreneur & Managing Partner, Groomsday
Increase Conversions with Dynamic Email Content
At Lansbox, we’ve taken personalization to the next level by using dynamic content in our email marketing campaigns. For example, we tailored product recommendations based on users’ previous interactions with our website. This resulted in a 25% increase in conversion rates. Personalization isn’t just about using a name; it’s about delivering relevant content that resonates with the individual, making them feel understood and valued.
Provide Valuable Insights Aligned with Preferences
Personalizing our interactive marketing content has been important in connecting more deeply with our audience. One approach I’ve found effective is using customer data to create tailored content. For example, we launched a personalized recipe quiz where users input their dietary preferences and get custom meal suggestions based on our products. This not only engaged our audience but also provided valuable insights into their preferences.
We also implemented dynamic email campaigns where we send tailored product recommendations based on previous purchases and browsing behavior. This has led to higher open rates and increased customer loyalty. By personalizing our content this way, we’re able to address our customers’ specific needs and preferences, making our marketing efforts more relevant and impactful. It’s all about making the customer feel seen and understood, which ultimately drives better engagement and conversions.
Tiago Pita, Brand & E-commerce Director, Whole Food Earth
Adjust Content Based on Knowledge Level
About four years ago, when I joined a blockchain startup, the main issue and headache was, “How to teach about our DeFi product to someone totally new to blockchain?” It was a hard task. Our one-size-fits-all approach was falling flat, and we knew we had to move away from this course.
We were brainstorming in the meeting, and our UX designer said, “What if we could adjust each visitor’s content?”. That is when we committed ourselves to “personalization.”
We started with creating an easy interactive quiz on our landing page. It had a question, “How much do you know about blockchain?” Answers were used to guide users down different paths. While advanced features were discussed in depth for those who knew what crypto or DeFi meant; others were given friendly infographics and basic tutorials.
The change was drastic; there was a night-and-day difference. We achieved high site retention rates and significantly reduced bounce rates. People now access the information they want without drowning in technical terms or getting bored with basics they already know.
That wasn’t all; we also went on examining user behavior to develop more comprehensive personas for them. Marketing department meetings were not complete without discussing “Crypto Curious Guys” and “Blockchain Pro Boys”. Thus, email campaigns were customized, and chatbot responses were adjusted.
Our biggest accomplishment was the “Blockchain Journey” guide. It changed to fit what each user knew. To make this content more relatable, we even used examples from different places.
The figures told the whole story. Engagement rose by 35-40% and conversions increased by 23-28%. Nevertheless, what mattered most was the feedback. A visitor commented, “Finally, a blockchain site that doesn’t make me feel stupid!”, while another wrote, “I’ve never seen such in-depth content explained so simply.”
Looking back, what made our personalization work was thinking of it as a conversation with our audience, not just a one-time thing. We were listening and trying to make it better every day. We were not just simply explaining blockchain, we were establishing a real connection with our audience. That is what matters the most in this fast-paced tech world.
Arslan Habib, Digital Marketer at Web3MoJo | Business Strategist, Sustainability Jobs
Brett Farmiloe is the founder of Featured, a Q&A platform that connects brands with expert insights.
Interactive marketing stock image by SFIO CRACHO/Shutterstock
