Personalized marketing (also known as one-to-one marketing) has been shown to deliver better business results, including higher email open rates, click-through rates, and conversion rates.

The good news is that personalization does not require sophisticated marketing automation.

Here are five things small businesses can do to benefit from personalization.

1. Deliver segment-specific content

“Segment” your audience by identifying key aspects of your customers’ relationships with your business, then record that information for each customer and prospect.

For example, if you own a pet-supply store, you’ll want know whether your customer owns a dog or a parakeet so you can provide more tailored (read: more useful!) advice.

💡 WEBSITE INSIGHT: If your business serves multiple customer segments, create pages tailored for each segment. Then help visitors find the best page for them right on your homepage and in your website’s navigation menu.

This is how we helped one of our Jottful customers, the executive recruiting firm Astrohire, guide job seekers and employers to the most appropriate information for them:

2. Send special-day messages

Keep track of your customers’ momentous occasions. Whether a birthday or wedding anniversary, remembering your customers will make them feel special.

3. Use first names

Dale Carnegie declared:

“a person’s name is to that person the sweetest and most important sound in any language.”

Whenever possible, use your contact’s name in an email or printed communications, whether through handwriting or mail merge.

4. Respond on social media

Be sure to reply to each of your customers personally when they post about you on social media — even if it’s just to acknowledge their comment with a “thumbs up.” It’s a simple, yet effective, way to show you care and are paying attention.