Last Updated: February 2025
In the fast-evolving digital landscape, personalized user experiences are no longer just an advantage—they’re a necessity. Studies show that 80% of consumers are more likely to make a purchase when brands offer personalized experiences.
In 2025, the demand for personalization and behavioral targeting software continues to grow, helping businesses create tailored customer journeys and maximize conversions. This article explores the best personalization and behavioral targeting software of 2025, showcasing the features, benefits, and innovations driving this trend.
Whether you’re aiming to boost engagement, improve customer retention, or drive revenue, these tools are transforming how businesses connect with their audiences.
Importance of Personalization in Marketing
In the modern era of marketing, by personalizing user interaction, your business can become very effective in engaging potential customers and providing a higher conversion rate. Personalized emails have a 6x higher transaction rate than generic emails according to research.
By customizing content, offers, and experiences to individual tastes, brands can develop deeper emotional connections with customers, driving loyalty, and hence lifetime value. Personalization goes beyond just a positive customer experience, it’s an experience customers expect and one that leads to real, measurable business results.
Best Personalization and Behavioral Targeting Software
As personalisation is establishing itself as the foundation of customer engagement, companies are reaping healthy returns from custom-built experiences. In a race to contend, businesses are leveraging personalization and behavioral targeting software to enhance their strategies and boost conversions.
Here, we outlined the best software that will build the next generation of customer engagement through behavioral targeting and personalization.
1. Saufter
Ratings: 5/5⭐
Pricing: Free trials and paid plans start at $8/month
Saufter is a powerful customer engagement and email marketing platform designed to optimize your campaigns by analyzing user behavior on your website or portal. It identifies their journey stages and provides tailored recommendations to enhance engagement and conversions.
For instance, Saufter might suggest a “how-to” article for a feature a user hasn’t yet explored. Each week, it delivers fully drafted email and in-app campaign suggestions for your review and approval, streamlining your marketing workflow.
Additionally, Saufter monitors your competitors’ content and recommends campaigns inspired by their latest blog posts.
Key features include:
- Automated user segmentation into cohorts based on behavior
- Automated email campaign recommendations to boost conversions and reduce churn
- Automated SEO campaign suggestions for improved visibility
- Automated prediction of conversion rates and potential churn trends
2. Optimizely
Ratings: 4.2/5⭐
Pricing: Contact the sales team for a quote.
Optimizely is an enterprise-grade digital experience platform that enables businesses to leverage data-driven experimentation and personalization to optimize their marketing initiatives.
Optimizely brings together content management, commerce and customer data to help teams create, manage and deliver personalized digital experiences that engage customers and grow their business.
Key Features:
- Content Orchestration: Manage the entire content supply chain with tools designed for marketing teams, facilitating efficient planning, creation, and deployment of engaging digital experiences.
- Digital Optimization: Integrate test data with customer information and personalization to create meaningful engagement with consumers at each touchpoint.
- Experience-led Commerce: Create customer-focused buying experiences that increase revenue and loyalty and align with overall business goals.
- Web Experimentation: Automate A/B and multivariate testing across various content iterations to determine effectiveness and ensure decisions are based on the data to improve user interaction and conversions.
- Feature Experimentation: Employ feature flagging and canary releases to control feature exposure, enabling experimentation and customization.
- Customer Data Platform (CDP): Use centralized customer data from all sources to produce unified profiles that can deliver tailored experiences across channels, powered by complete insights.
3. AdRoll
Ratings: 4.0/5⭐
Pricing: Pay as you go.
A holistic advertising solution that captures prospective customers using personalised, multi-channel advertising (dropped among web, social and email channels). Using machine learning and advanced AI, AdRoll leverages real-time and historical data to enhance marketing strategies as well as generate more results at every step of the marketing funnel.
Key Features:
- Multi-Channel Advertising: Inflate the audience with entertainment across all screens with full-funnel audience ads: display, native, video, connected TV, and even social ads.
- Retargeting Campaigns: Drive returning conversions using ad campaigns that utilize real-time and historical data across millions of sites and apps to re-engage visitors who have already been to your site.
- Brand Awareness Campaigns: Put your brand in front of new prospects through display, native, video, and social advertising, increasing visibility and attracting potential customers.
- Audience Segmentation: Identify and hyperlink your customers and prospects with them with identified and anonymous contacts to increase, and trigger messages to the right people.
- Marketing Automation: With AdRoll’s automation builder, you can run automated campaigns on display, social, and email seamlessly, aligning your marketing processes for more efficient targeting and time savings.
- Analytics & Attribution: Get analytical insights on how your channels and campaigns are engaging with each other to drive conversions and revenue, so you can make data-driven decisions to improve performance.
- Integrations: AdRoll integrates with top platforms across e-commerce, CRM, email, marketing automation, and reporting that helps optimize ad targeting, orchestrate across channels, and centralize analytics.
4. Criteo
Ratings: 3.7/5⭐
Pricing: Contact the sales team for a quote.
Criteo, the leading commerce media platform, empowers marketers & media owners to connect with audiences & drive conversions across the open internet. By utilizing a wealth of first-party commerce data and AI technology with a strong focus on personalization, Criteo drives customers through the conversion funnel through increased sales.
Key Features:
- Dynamic Retargeting: Reengages users with personalized biases based on their browsing history, enhancing the relevance of ads and boosting conversions.
- Predictive Bidding: Utilizes machine learning for real-time bid optimization to maximize ROI.
- Product Recommendations: Displays intent-based suggestions tailored to individual customer preferences.
- Cross-Device Targeting: Ensures seamless engagement across desktops, mobiles, and tablets.
- Criteo Shopper Graph: Utilizes data from 1.9 billion active shoppers for precise targeting and personalization.
- Dynamic Creative Optimization (DCO+): Produces real-time, visually engaging ads aligned with brand guidelines.
5. Segment
Ratings: 4.5/5⭐
Pricing: Free up to 1000 visitors per month, paid plans start at $120/month
One of the well-known customer data platforms (CDP), helps organizations collect, unify & activate customer data across multiple channels & touchpoints.
Segment allows you to have a holistic view of all your customers’ interactions by integrating data from websites, mobile apps, servers and cloud applications to help you make data-driven decisions and deliver tailor-made experiences.
Key Features:
- Connections: Their flagship product enables data to be easily collected through a single API for both web and mobile app data. It helps streamline the routing of data to various tools. Thanks to its over 450 pre-built connectors, enhancing marketing, analytics, and customer engagement efforts.
- Protocols: This functionality enforces data collection standards, ensuring data quality and governance. Protocols assist in shaping tracking plans, validating incoming data, and preserving data integrity, all of which are vital for precision analytics and adherence to regulations.
- Unify: Unify aggregates data from multiple sources to build complete profiles for customers. It stitches together those different customer interactions into a single profile through identity resolution, creating a holistic view that supports personalized marketing.
- Twilio Engage: Providing the tools for building personalized ephemeral journeys with the benefits of Twilio. Audience segmentation, cross-channel orchestration, and real-time engagement are all part of this, giving businesses the ability to send targeted and timely communication.
- Reverse ETL: However, one of the features of the Segment called reverse ETL helps businesses bring data from their data warehouses to operational tools. This allows for a two-way flow of data so enriched customer data can be activated on numerous platforms, ensuring more meaningful customer engagement.
6. Qualtrics
Ratings: 4.4/5⭐
Pricing: Contact the sales team for a quote.
Qualtrics is a pioneer and leader in the Experience Management (XM) space, enabling organizations to close the experience gap and optimize overall enterprise experience. It leverages advanced AI tools to help organizations collect insights and make data-driven decisions that drive engagement and growth.
Key Features:
- Customer Experience: Creates a seamless experience between digital and physical touchpoints to improve customer satisfaction.
- Employee Experience: Analysis is used to boost employee interaction and work proficiency with timely feedback.
- Strategy & Research: Provides market research, product testing, and brand performance tracking tools.
- AI Integration: Leverages AI for deeper insights and automated decision-making.
Must Read: Email User Behavioral Analysis
Targeted Marketing Strategies
Techniques of targeted marketing are all based on how consumers’ behavior enables them to adapt, so they can get more personalized messages. Businesses can analyze user data to segment their audience into unique groups based on demographics, interests, and past behaviors.
This means campaigns can be customized to appeal to certain categories of consumers, leading to greater engagement and conversion rates. Behavioral-data-driven advertisements were the most successful and had a clickthrough rate of up to 5.3 times higher than alternative solutions according to studies.
Utilizing advanced software solutions, companies can further enhance these strategies, ensuring their marketing efforts are both precise and impactful.
Behavioral Targeting Examples
Marketers are increasingly incorporating targeted strategies into their campaigns to drive engagement and sales. Here are a few key examples:
- Cross-Selling and Boosting Sales: Knowing your customers’ likes can help in recommending complementary products, hence increasing sales. For example, you can promote a product relevant to one your customer is interested in which will rocket the interactions.
- Behavioral Targeting in Email Campaigns: Segmentation of email campaigns based on user behavior on the website or app like abandoned cart sessions engagement, and personalised email campaigns improve the conversion rate.
- Behavioral Targeting in Remarketing: This enables additional retargeting of all visitors as well as tracking pixels (i.e., Google, Facebook, etc.) to retarget on other platforms if they get to the website and do not convert. Thus enhancing the overall marketing effectiveness.
Conclusion
In 2025, businesses that prioritize personalization and behavioral targeting software stand to gain a significant competitive edge, as personalized campaigns have been shown to deliver a 20% increase in revenue on average. The right software can streamline this process, making it easier to understand user behavior, craft tailored experiences, and boost customer engagement.
Tools like Saufter are leading the way by offering advanced features like automated user segmentation and predictive analytics, helping brands stay ahead in the digital landscape. Investing in these technologies is no longer optional—it’s essential for success.