It isn’t that for over 30 years direct marketing has told us relevancy increases conversion rates.
It isn’t because you’ve invested real cash in the tools to personalize but have a hard time managing the complexity of implementing it.
It isn’t because your customers get annoyed if they have to search for the information they are looking for.
It is because no one wants to be lost in a broadcast.
Yes conversion rates go up if you personalize. And yes you should use the full capability of the tools with simple strategies to get teams moving.
The real reason is to show you have empathy for your customers. Not because “the customer is always right” but because of the reason you got into your business in the first place. Because you want to do the right thing for your customers.