One way of personalizing an offer is to adjust it based on a customer’s preferences. A simple way of analyzing what they like and what not about a particular topic is to ask them.
Use surveys and questionnaires so you’ll have a base full of useful information. Take some time to observe your target audience from existing research, forums, focus groups, or similar communities.
Preference-based segment criteria are in most cases products and content they’re aligned with the most, at what kind of price policy they buy the most, what kind of flash sales is the most profitable for you, etc.
Don’t forget that people’s preferences can change from time to time so if you want to be relevant, keep in mind that the only thing that stays the same is a change.