How to leverage personalisation for in-app marketing (Full Guide for CMOs in 2023)


Experience Design


Cameron Barrie


October 25, 2023

How to leverage personalisation for in-app marketing (Full Guide for CMOs in 2023)

In today's competitive market, it's not enough to simply create an app that functions well. To truly succeed, you need to prioritise user engagement, satisfaction, and acquisition. One of the most effective ways to do this is through in-app personalisation. 

By tailoring your app to individual users' preferences and behaviours, you can keep them coming back time and time again. But where do you start? In this guide, we'll explore the latest personalisation techniques and best practices to help you level up your app marketing in 2023.

Personalisation is dead…

As a marketer, you may have heard that personalisation no longer works. However, this couldn't be farther from the truth. In fact, according to recent studies, personalisation is more effective than ever. In-app personalisation is one of the most powerful tools available to a business owner today. Research shows that 98% of marketers believe personalisation advances customer experience, and 84% of consumers say they are more likely to do business with a company that treats them like a person rather than a number. 

By using in-app personalisation, you can connect with your customers on a deeper level. You can offer tailored experiences that cater to their specific needs and preferences, which can lead to increased customer loyalty and higher conversion rates. So, if you're not already using in-app personalisation to enhance your customers' experiences, it's time to start.

Understanding the importance of personalisation in-app marketing can help developers create more relevant and engaging experiences that build stronger relationships with users and increase retention rates.

How to leverage demographic data to improve personalisation

One of the most efficient ways to excel in your personalisation tactics is through hyper-segmentation of your users. You can segment your users into a few broad categories, but not limited to:

Category Data Points
Demographic attributes





Interests and hobbies


Shopping cart items

Most visited pages

In-app purchases

Retention rate


Devices used

Browser user

Linked devices

Accessibility modifications

For example, if your audience is primarily made up of millennials in rural areas, it's crucial to tailor your campaigns to their unique needs and preferences. Millennials in rural areas are 13% more likely to research a product online before buying it when compared with those in urban areas. Millennials in rural areas are also less likely to exchange personal data for free services in contrast to those living in urban areas (GWI Core). 

With the help of demographic data, developers can make informed decisions about their marketing strategies and ensure that their efforts reach the right people at the right time.

How to effectively implement personalisation strategies

#1 Implementing creative strategies to engage users and build loyalty

Simply bombarding users with ads can lead to annoyance and decreased loyalty. Instead, developers must adopt innovative and personalised approaches, such as gamification, reward systems and experiential marketing, to engage and retain users. By offering unique experiences and tailored content, developers can create a sense of community and build long-lasting relationships with their users, leading to increased loyalty and advocacy.

#2 Enhancing user experience with contextualised content

Personalisation can be achieved through the use of static pre-defined content or dynamic content delivered via webhooks that focus on the call-to-action. For instance, you can showcase the top category of purchase relevant to the user's location if they are more likely to purchase from that category. Incorporating contextualised content into in-app marketing efforts, tailored to the current location, channel, and user needs, is one effective way to achieve this. This approach can encompass situation-specific guides, polls, or push notifications, all aimed at creating a more personalised and engaging experience that resonates with your target audience.

One effective approach is to incorporate contextualised content into in-app marketing efforts. Contextual content is tailored to the current location, channel, and needs of the target audience. This could be in the form of situation-specific guides, polls or even push notifications. By tailoring content to the specific needs and preferences of users, companies can create a more personalised experience that resonates with their target audience. 

#3 Preference settings

Allowing users to set their preferences within the app can make a world of difference. In-app personalisation is one of the key features that can set your app apart from the competition. By respecting users' settings, you not only create a more tailored experience but also build trust and loyalty. Whether it's language selection, notification settings, content preferences, or other options, users appreciate the ability to customise the app to their liking. In turn, this can lead to increased engagement and retention. 

#4 Onboarding experience

Onboarding provides a way to guide new users through your app's features and functionality, ensuring they understand how to use it efficiently. It's also an opportunity to personalise the experience further, catering to each user's unique preferences and interests. But, as with any personalisation, it's vital to strike a balance. You don't want to overwhelm your users with too much information or questions during the onboarding process. Be transparent about data collection during this time, and respect user privacy, and you'll soon see the benefits of in-app personalisation.

#5 A/B testing

Simply implementing personalisation without conducting A/B testing can lead to unexpected results. That's why it's crucial to A/B test different strategies to see which resonates best with your audience and leads to a higher conversion rate.

For example, at Bilue, we use in-app messages to offer users deals that can take them to a landing page within the app. This has been pretty successful. On the other hand, we found through A/B testing that in-app messages asking users to rate their orders don't work as well. This is because they open a form, which can be confusing for customers and interrupt their workflow.

Timing also plays a critical role in the success of personalised messages. By checking when to send these messages, you can significantly improve your ROI and achieve the best results. 

#6 Hire professionals

Enlisting the expertise of an app development consultancy can help take your personalisation strategy to the next level. By working with a skilled professional, you can implement advanced personalisation techniques, analyse user data more effectively, and design personalised experiences that align with your app's goals and target audience. Don't underestimate the impact of in-app personalisation - consider bringing in a consultant to help you make the most of this powerful strategy.

In conclusion, in-app personalisation remains a vital tool for marketers in 2023 and beyond. Contrary to misconceptions, personalisation is still highly effective, with research supporting its positive impact on customer experience and brand loyalty. For those seeking to elevate their personalisation efforts, hiring professional expertise can provide invaluable insights and advanced techniques to create more impactful, personalised experiences. 

By embracing in-app personalisation, businesses can cultivate stronger relationships with users, improve retention rates, and ultimately thrive in the competitive app market of 2023.

Are you ready to revolutionise your app's user experience with cutting-edge in-app personalisation strategies?

Contact us at Bilue today. Our team of skilled UX/UI designers and software developers is eager to tailor personalised experiences that will captivate your users and boost engagement. Reach out to us now to discuss how we can transform your app with the power of personalisation. 

Book a free consultation

If you would like to meet us to talk through a project or find out more, we'd love to hear from you.

Cameron Barrie

Founder and CEO of Bilue

Cameron Barrie

I help companies uncover opportunities and solve problems using Web, Mobile, APIs, and Emerging Technologies.

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