Email Personalization Tips

Definition

Personalization goes beyond inserting a first name into the subject line. It uses subscriber data to deliver content, offers, and timing that are relevant to each individual. Effective personalization increases open rates, click-through rates, and conversions while reducing unsubscribe rates.

Key Tips

• Start with the basics: Use the subscriber's first name in the greeting and subject line, but do not overuse it.
• Segment by behaviour: Send different content to people who clicked versus those who did not. Follow up based on their actions.
• Use purchase history: Recommend products based on what the subscriber previously bought. Post-purchase follow-up emails have strong conversion rates.
• Personalise send times: Send emails when each subscriber typically opens them by using send-time optimization features.
• Use dynamic content: Show different content blocks to different subscriber segments within the same email campaign.
• Respect privacy: Only use data that subscribers have knowingly shared. Being overly personal can feel invasive.