Personalised Marketing Trends 2025

Whether it's a birthday card with your name on, a gift made especially for you- or one of those cute little teddies with your initials- we all love something that feels made for us. Personalised marketing taps into that same feeling

Obviously, personalised marketing isn't a new phenomenon. With so many savvy marketers using more targeted and bespoke marketing (think account-based marketing), you need to think even more creatively to stand out as a brand.

Let's take a look at the trends that are turning heads and driving sales in 2025.

1.say hello to first-party data

With tools like Google Analytics 4 moving away from the reliance on third-party cookies, marketers are having to get more strategic when collecting useful data. First-party data has become more useful.

We've all heard of downloadable assets, like whitepapers and guides, but are you and your team really making te most out of data-capturing techniques? Requesting data from users or customers often takes a fair bit of trust, so ensure that whatever you're creating is valuable enough for them to think: "I HAVE to download this!!"

If you're a fun B2B brand, why not try a "what type of X are you" quiz. Users can then get their results through email. If you're B2B, checklists are currently doing really well. Useful checklists (relevant to your industry) can be a hugely valuable tactic in your content plan. Not only are these types of assets useful to potential customers, they also position you as an expert in your market.

2. human-powered ai

No one wants to see robots take over the world. An over-reliance on AI runs the risk of marketers becoming too same-y; the best marketers know how to use AI to max out their skills and creativity. 

So, how can the power of personalised marketing be maximised with AI?

• Predictive product recommendations tailored to individual customers, turned into custom-printed mailers that sell.
• Real-time abandoned basket follow-ups, where a digital dropout triggers a beautifully printed postcard (with their name on it and an enticing discount).
• Dynamic segmentation that feeds directly into Print On Point workflows- so your catalogues or brochure lands looking like it was made just for them (because it was).
• Churn prediction tools that flag quiet customers, so you can surprise and delight them with a tactile, unexpected touchpoint to win them back.

3.the power of irl

We've said this before, and we'll say it again, IRL is back. Looking at marketing material that you can feel and touch feels REAL.

Print Marketing is especially important if you're marketing to younger audiences who've been brought up as digital natives. They've been bombarded by hundreds of online ads since the day they got a phone, so online ad fatigue is very real.

Now's the time to reimagine print- not as a relic of the past, but as a super important player in personalised brand experiences. Think: customised welcome packs, quality bespoke packaging, personalised catalogues or beautifully printed direct mail. Print gives you the power to be remembered as a brand.

If you want to go even further with your personalisation, branded events are certainly a trend we've been seeing more of this year. If you're familiar with the modern dating scene, thursday.com is a perfect example of this- offering people the chance to go out and meet people in real life.

4. hyper-personalisation

we don't just mean "Hi [first name]". Hyper-personalisation in 2025 is all about using real-time data, behaviour, and preferences to tailor every aspect of your marketing- from the message and imagery to the timing, format, and channel.

It's not just about what you say, it's about when, how, and why you say it. Imagine a customer receiving a beautifully designed direct mail piece showcasing the exact product range they were browsing online last week- complete with location-specific offers, tone of voice that matches their past interactions, and a QR code leading to a pre-filled checkout. That's hyper-personalisation in action- and it works.

5. be clever about your freebies

Brands are often a little coy about giving anything away for free. And if that's you, we get it. No one wants to give out the secrets to their success willy-nilly... but there are ways that marketers are being clever with their free resources in 2025.

This year, we've seen brands use social media to give away something that many other companies charge (potentially a lot of money) for. This is almost always in exchange for customer data... see how we're going full circle?

For example, if you're in retail, you could give away a free personalised styling guide for everyone who signs up or your newsletter, or comments on your Instagram post.

ready to get personal?

In a large study of 1,000 consumers aged between 18-64, a huge 80% of respondents indicated they're more likely to do business with a company if it offers personalised experiences. That's why we work with some of the UK's leading brands, like Thortful, to make sure their personalised marketing efforts stand out above the rest.

Unlike other offline print agencies, we innovate and push boundaries in marketing and sustainable print design. To find out more, please contact us today.