The short answer: no. You should not personalize all your content. The effort it takes to personalize content paired with the potential reward isn't always worth it. That said, careful personalization can be very important to marketing success.
Johanna Rivard of PureB2B explains why:
We’ve entered a new era of marketing where customers expect a relevant experience that’s matched to their specific needs. People don’t want to feel like just another number on a list, they want to feel like human beings, and it’s up to businesses to treat them that way.
In addition, 59 percent of consumers say that personalization influences their shopping decision.
There are a few easy places to personalise content. Begin with your website and emails. Personalize the home page based on who's visiting. Personalize offers based on your audience's history on your website.
At the very least, ensure your emails use the name of the contact you're reaching out to. Then segment email lists based on interests, personas, etc.
Other ideas for content personalization include custom audiences on Facebook, online advertising, and mobile. Gilt ran a campaign that gave mobile offers to customers based on location. So if you're in Boston for the weekend and Gilt notices, they might serve you a push notification for discounted Red Sox tickets.
For more information on how to execute personalization on these platforms, read the full article below.