Email personalisation done right is the digital equivalent of a warm, friendly barista remembering your coffee order. Done wrong, it’s like a stranger knowing your dog’s name before you’ve even said hello. (Weird, right?)
If you want to nail email personalisation and make your emails feel like a thoughtful 1-on-1 chat rather than a mass marketing blast, then keep reading.
1. Start with the basics
Let’s be honest, “Hi [First Name]” is the absolute bare minimum of email personalisation. If that’s all you’re doing, your emails are basically the equivalent of saying “mate” to everyone because you forgot their actual name.
Better idea? Use first names creatively. Try it in subject lines (“Harry, this one’s just for you”) or even in CTA buttons (“Book your demo, Jane!”).
Bonus points: Personalise the sender too! People are more likely to open an email from Sophie at TouchBasePro rather than just the TouchBasePro Marketing Team.
2. Get Smart with Dynamic Content
Dynamic content is the ultimate way to make one email feel custom-tailored to thousands of different subscribers. Think of it like a chameleon that adapts to every reader, delivering hyper-relevant email marketing content.
For example:
- A travel company could send the same email, but Londoners see “Escape the Grey: Top Sunny Getaways” while Scots see “Winter Wonderland: Cosy Cabins & Hot Chocolate Retreats”.
- A fitness brand could send “Top Gym Tips for Beginners” to new subscribers and “Advanced Strength Training Hacks” to long-time members.
3. The Power of Segmentation
Want higher email engagement? Implement email segmentation! Sending blanket emails to your entire list is like throwing darts in the dark—you might hit something, but it’s mostly random.
Ways to segment your email list:
By Behaviour: If someone always clicks on emails about dog food, stop sending them cat food deals!
By Location: Promote local events or weather-appropriate products (nobody in Cape Town needs winter coats in December!).
By Engagement Level: Reward your top openers, and re-engage the quiet ones with “We miss you!” emails.
4. Triggered Emails: Let Automation Do the Heavy Lifting
Triggered emails = emails that send themselves at just the right time. They’re like your overachieving workmate who’s always two steps ahead in email marketing automation.
Examples of high-performing triggered emails:
- Welcome Emails – The moment someone signs up, roll out the red carpet.
- Abandoned Cart Emails – “Forgot something? Here’s 10% off to sweeten the deal.”
- Birthday Emails – Who doesn’t love a little “Happy Birthday! Here’s a freebie” surprise?
- Re-Engagement Emails – If someone’s ghosting you, try “We miss you! Here’s a reason to come back.”
5. A/B Test Everything
Want to know what actually works? Test it.
Test These Email Elements:
- Subject Lines – “John, exclusive deal for you” vs. “John, your 10% discount expires soon!”
- CTA Buttons – “Shop Now” vs. “Claim Your Discount”
- Email Layouts – Text-heavy vs. image-rich emails
Final Thought: Make It Feel Human
At the end of the day, email personalisation isn’t just about data—it’s about making your audience feel valued. The best personalised emails are the ones that make your customers think, “Wow, this brand actually gets me.”
So, be creative, be relevant, and most importantly – don’t be creepy.
Need help boosting your email marketing strategy? Let’s chat!
