“Insertion Based” Personalization
The first level of personalization is “insertion based” content. The most common examples are personal salutations in emails and references to time (i.e. “Good morning”) or weather on websites and landing pages, based on a visitor’s geographic information.

Segmentation Personalization
Another type of personalization is segmentation-specific content. Your target audience is divided into clusters based on demographic or firmographic attributes and qualities, then you deliver tailored content that is most appropriate and relevant to those segments.

Real Time Personalization
The ultimate type of personalization is all about true 1:1, real-time content based on each individual’s behavioral history, past engagement and interests. This level of personalization should be machine learning driven, so that your content personalization efforts, whether that’s your web, email or mobile experience, can get smarter and more sophisticated over time as more data is collected.