Let’s face it, we all know how crowded our inboxes have become. Every day, we sift through a sea of promotions, newsletters, and updates, and it’s easy for emails to get lost in the mix. But when an email speaks directly to us, it stands out. Personalisation is one of the simplest ways to break through the noise and truly connect with your audience. And no, personalisation isn’t just about sticking someone’s name in the subject line, it’s about creating a genuine, tailored experience for the reader.
In this article, we’ll walk through 10 easy ways to personalise your emails that actually feel authentic, without going overboard.
1. Use Their Name
Even though we just mentioned it’s not about sticking someone’s name in the subject line, there is a lot of value in doing so. It might sound obvious, but using someone’s name can really make a difference. No one wants to feel like they’re just another faceless customer.
- Personalised Greeting: Instead of the typical “Dear Customer,” try opening with their name like, “Hey Sarah!” It instantly feels more human and inviting.
- Name in Subject Line: Including their name in the subject line can grab attention, like, “Emma, we’ve got something special for you.” It shows right away that the message is meant just for them.
A little effort goes a long way, and simply adding their name can create a feeling of connection, turning a generic email into a more personal message.
2. Segment Your List
Not all customers are the same, so why should they all receive the same email? Grouping your audience helps ensure each email feels relevant to the reader.
- By Purchase History: If someone has bought certain products before, why not recommend something related? It feels more thoughtful, like you’re paying attention to their specific needs.
- By Engagement: For active subscribers, send them updates about new arrivals, but for inactive subscribers, you might try offering a special deal to bring them back.
By segmenting your list, you’re no longer sending out one-size-fits-all emails. Instead, you’re crafting messages that make people feel seen and understood.
3. Tailor Content to Past Services or Interests
Personalisation is about more than just names, it’s about showing that you remember your customer’s journey with your business.
- Follow Up on Services: If you recently helped someone with their marketing, send them helpful tips or insights related to that service. It shows you care about their ongoing success.
- Offer Related Services: If a customer recently bought a house, send them home maintenance tips or market trends. It feels like you’re thinking ahead for them.
Tailoring your content to what someone has already done with you shows you’re not just sending a random blast, you’re invested in continuing the relationship.
4. Send Birthday or Anniversary Emails
Everyone loves a little extra attention on their special day. Birthdays and anniversaries are the perfect time to send a thoughtful email that goes beyond just business.
- Birthday Discounts: Offering a small discount or freebie for their birthday makes them feel appreciated and adds a personal touch to your relationship.
- Service Anniversaries: Recognising the anniversary of their first purchase or service with you shows that you value the longevity of your relationship.
These little gestures don’t go unnoticed. They show that your business values people as more than just customers, but as individuals with special moments worth celebrating.
5. Use Dynamic Content
Customising parts of your emails based on individual preferences can make each email feel like it’s built just for them.
- Relevant Product Suggestions: If someone has been browsing certain categories, tailor your emails to highlight those products. It’s like saying, “We noticed you were interested, here’s more of what you’ll love.”
- Tailored CTAs: For someone who’s donated to a specific charity campaign, send updates and calls-to-action that relate to that interest, rather than a generic ask.
Dynamic content keeps emails relevant and engaging, making it more likely the reader will stay interested and continue interacting with your brand.
6. Personalise Subject Lines
The subject line is the first thing your audience sees, personalising it can make a huge difference in whether or not your email gets opened.
- Reference Interests: Include something specific they’ve shown interest in, like, “Sarah, here’s your SEO guide,” to make the subject line immediately relevant.
- Location-Based Relevance: If you know their location, try something like, “Emily, we’ve got an event in your area!” to make it feel even more personal.
A well-crafted subject line makes all the difference in whether your email gets opened or ignored. It’s your first chance to make a connection.
7. Send Triggered Emails
Triggered emails, based on the recipient’s actions (or inactions), are a great way to keep the conversation going without being pushy.
- Abandoned Cart Reminders: If someone leaves items in their cart, a gentle nudge with, “Don’t forget these items, John!” can encourage them to complete the purchase.
- Thank You Emails: After a purchase, a quick “thank you” with some related recommendations shows your appreciation and keeps the conversation open.
Triggered emails feel timely and personal, helping to keep customers engaged while guiding them toward the next step.
8. Ask for Feedback
One of the best ways to show you care about your audience is by simply asking for their opinion.
- Post-Purchase Survey: After a customer makes a purchase, ask them how their experience was. It’s an easy way to show you value their input and are always looking to improve.
- Preference Polls: Sending out a quick poll about what kind of content or offers they prefer ensures that future emails will be even more relevant.
Asking for feedback not only improves your strategy but also makes your audience feel like their voice matters.
9. Offer Personalised Suggestions
Offering personalised recommendations shows your customers that you’re paying attention and want to provide value based on what they’ve already expressed interest in.
- Content Suggestions: If a customer has engaged with your blog or other resources, follow up with related articles or tips. It keeps them engaged and adds value.
- Product Recommendations: If they’ve previously bought or browsed certain items, recommend similar products. It feels like you’re curating their shopping experience.
These suggestions feel like thoughtful follow-ups rather than sales pitches, making it more likely your audience will appreciate and engage with them.
10. Keep an Eye on What’s Working
Personalisation is a process, and it’s essential to keep learning from what’s working and what’s not.
- Track Open Rates: Pay attention to which emails get the most opens and adjust your future subject lines accordingly.
- A/B Test Subject Lines: Continuously test different versions of your subject lines, content, and CTAs to see what resonates most.
The key to improving your personalisation strategy is learning from your data. Keep testing and refining to make sure you’re hitting the mark.
Conclusion
At the end of the day, personalisation is about more than just marketing. It’s about building real, genuine connections with your audience. Whether it’s through something as simple as using their name or as thoughtful as recommending something based on past interests, small personal touches can go a long way in making someone feel valued.
Start with these simple steps and watch how your audience engages differently with your emails. The more authentic and tailored your approach, the more likely you are to build lasting, meaningful relationships. After all, that’s what real connection is all about.