Basic personalization like dropping in a first name doesn’t impress anyone anymore.
Your subscribers expect messages that feel individually crafted, not mass-produced.
The good news? The information you need to create truly personalized emails is already sitting in your subscriber data.
A research study from Daniel Pink’s book “Drive” shows just how powerful personalization can be. When university researchers tested two different fundraising emails, the results were striking.
The personalized version that included details about nearby donation locations didn’t just work better with likely donors. It worked better with everyone, even people researchers thought wouldn’t donate at all.
Personalization works. But most marketers barely scratch the surface of what’s possible.
Going Beyond First Names
Smart email marketers know that truly personal messages consider factors like:
- Which emails a subscriber has opened and clicked
- What pages they visit on your website
- How they originally found you
- Products they’ve purchased previously
- Their location and demographic information
With these insights, you can create messages that speak directly to each subscriber’s interests and needs.
Where to Gather Personalization Data
Your sign-up form is the first opportunity to collect information for personalization. Beyond just name and email, consider adding custom fields that tell you more about your subscribers.
A diet food blogger might ask which eating plan subscribers follow. A fashion retailer could ask about style preferences. A financial advisor might inquire about investment goals.
Just remember to keep it simple. Too many fields create friction that prevents people from subscribing.
For subscribers already on your list, surveys provide another valuable data source. While typically only about 30% respond, those responses give you rich insights for personalizing future messages.
The most powerful data often comes from subscriber behavior. When someone clicks a specific link in your newsletter, that action tells you exactly what interests them.
Making Dynamic Content Work For You
Dynamic content lets you show different content to different subscribers within the same email campaign.
The magic happens when you combine these approaches. You can create emails that adapt based on:
- Tags applied when subscribers click specific links
- Purchase behavior and browsing history
- Form fields completed during signup
- Geographic location
Setting Up Your First Dynamic Content
The simplest way to start is by tagging subscribers based on the links they click in your newsletters. Then use those tags to send targeted follow-up content.
For example, if your newsletter includes links to three different topics, you can tag subscribers based on which topic they click. Future emails can then include dynamic sections that show different content to each group.
The code looks like this:
{% if ‘fitness-beginner’ in subscriber.tags %} Check out these starter workouts perfect for beginners {% elif ‘fitness-advanced’ in subscriber.tags %} Ready to level up? Try these advanced training techniques {% else %} Not sure where to start? Take our fitness assessment {% endif %}
Learn more about dynamic content →
Putting It All Together
Start small with one personalized element beyond the first name. Maybe it’s showing different content based on location, interest tags, or purchase history.
Once you see how subscribers respond, gradually add more personalization. The most effective emails combine multiple personalization factors to create messages that feel like they were written just for each recipient.
The effort pays off. Personalized emails typically see higher open rates, better click-through rates, and ultimately, more conversions. But the real win is building stronger relationships with subscribers who feel understood and valued.
What personalization will you try first?
