Personalisation has become one of the most powerful tools in modern marketing. Customers want content that feels relevant, helpful, and tailored to their needs. What they do not want is to feel watched, tracked, or followed around the internet like a shadow.

There is a fine line between smart personalisation and straight-up creepy.
The good news is, you can absolutely personalise your marketing in a way that feels natural, respectful, and trust building. Here is how to do it the right way.

Start With Information People Willingly Share

Good personalisation starts with consent, not secret data collection.

When someone:

• Submits a form

• Downloads a resource

• Books a call

• Buys a product

• Joins your newsletter

they expect and welcome personalised communication. This is the safest place to personalise your marketing.

Use it to:

• Address them by name

• Recommend content that matches their needs

• Follow up based on their enquiry

• Segment your email list based on interests

This feels helpful, not intrusive.

Personalisation Should Feel Helpful – Not Intrusive

Avoid using overly specific or personal data for personalisation. Bad personalisation feels like someone listening through your window.

• Too specific

   

• Too intimate

   

• Based on information the customer did not realise you had

   

For example:

• Referring to exact pages they viewed

   

• Calling out the number of times they visited

   

• Mentioning their location without context

   

A simple rule:

• If it improves the experience, it’s helpful.

   

If it makes someone wonder how you got their info, it’s intrusive.

Use Behavioural Cues, Not Surveillance

There is a difference between using insights and being invasive.

Avoid wording like:
“Looks like you checked this product three times yesterday.”

Instead, soften the tone:
“We saved this item in case you want to come back to it.”

It feels helpful, not intrusive.

Segment Your Audience Instead of Over-Personalising Individuals

Segmentation is the most effective and safest way to deliver relevant content.

Segment by:

• Industry

• Service type

• Pain points

• Lifecycle stage

• Engagement level

This allows you to send more targeted communication without making it feel like you are tracking their every move.

Let Customers Control the Experience

The easiest way to avoid being creepy is to give people control.

Add:

• Clear unsubscribe links
• Email frequency options
• A simple preference centre
• Transparent privacy notices

When customers can choose what they receive, they are far more comfortable with personalisation.

Legal Considerations and Consent

Personalised marketing is not just about ethics. It also involves legal responsibilities, especially in Australia.

Here are the essentials you need to be aware of.

1. Follow the Australian Privacy Act

If your business collects, stores, or uses personal information, you must comply with the Privacy Act and the Australian Privacy Principles (APPs).
This includes:

• Being transparent about how data is collected
• Stating how you will use the information
• Only collecting what you need
• Allowing customers to request access or removal

A clear privacy policy on your website is a must.

2. Never Use Personal Data Without Consent

Consent must be:

• Informed
• Voluntary
• Specific
• Current

For example:

• If someone fills out a form for a quote, you cannot automatically add them to a newsletter unless they tick an opt-in box.
• If you use tracking technology like Meta Pixel, Google Signals, or cookies, you need to disclose this clearly.

3. Be Transparent About Tracking

If you use:

• Pixels
• Cookies
• Third-party analytics
• Behaviour tracking
• Retargeting ads

you must clearly say so in your cookie notice and privacy policy.

Avoid vague statements like:
“We may collect data to improve user experience.”

Instead say:
“We use cookies and pixels to understand website behaviour and provide relevant content. You can disable this at any time.”

Transparency builds trust.

4. Comply With Spam Laws

Under the Australian Spam Act:

• You must have consent to send marketing emails
• You must identify your business clearly
• You must include an unsubscribe option
• You must honour unsubscribe requests within 5 business days

Even if your marketing is personalised and helpful, sending unsolicited content is illegal.

5. Protect Customer Data

Customers will trust you more if they know their data is safe.

Ensure:

• Strong password policies
• Secure storage
• Limited access for staff
• Use of reputable tools and platforms
• Regular data security reviews

Data protection is part of personalisation that feels respectful and professional.

Focus On Value, Not Data

At the end of the day, personalisation should never feel like surveillance.
It should feel like good service.

Ask yourself:
“Does this personalisation make the customer’s experience easier or more valuable?”

If the answer is yes, you are on the right track.
If it feels like too much or too specific, scale it back.

Final Thoughts

Personalisation works best when it is:

• Helpful

• Transparent

• Consent based

• Respectful

• Focused on value

When you get this balance right, your marketing feels human, warm, and trustworthy rather than intrusive.

If you’d like help setting up ethical and high converting personalisation across your emails, website, CRM or automations, get in touch with Grendesign or book a quick discovery call.