How To Personalise Emails Beyond Just Names

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We've all received those generic emails that start with our name but somehow feel completely impersonal. Sure, seeing "Hey (First Name)!" in your inbox is nice, but in 2025, personalisation in email marketing needs to go much deeper.

March 10 - 2025

Article 5 min read

Evelyn Fagbemi

Email Strategy Email Marketing

Consumers today have become used to relevant recommendations; the new norm is to send something meaningful to everyone in your database, not a best guess that you’ll please a decent chunk of your audience.

We now expect emails that actually speak to our interests, behaviours, and needs, not just our name. So, how can you truly connect with your audience? Let’s dive in…

Understanding the power of true personalisation

Personalisation is about making your audience feel seen and valued. It’s about sending the right message to the right person at the right time. And when done well, it can significantly boost engagement and click-through rates. A report by Epsilon indicates that 80% of consumers are more likely to make a purchase when brands offer personalised experiences.

The power of understanding your audience

First things first: personalisation starts long before you hit “Send.” It’s about truly knowing your audience. If you’re collecting information from subscribers, like their location, interests, or purchase history, use it responsibly to add real value.

For instance, if someone recently purchased hiking boots from your online store, you could follow up with an email featuring the best hiking trails in their area or tips on breaking in new boots. This doesn’t just say, “Hey, I see you’re here”; it says, “I understand why you’re here, and I want to help.”

When you focus on giving readers something useful, personalisation becomes less about data fields and more about genuine, customer-centric services. The simple act of acknowledging a recent purchase or showing awareness of someone’s local climate can transform “just another email” into a thoughtful, relevant message.

Tailoring your content, not just the greeting

Addressing someone by name is nice, but it’s just the starting point. Imagine you had the ability to show each subscriber a different email section based on their interests or needs.

Well, you do! Many CEPs (Customer Experience Platforms) allow you to use dynamic or conditional content. This means you can swap out sections of your email, like special offers, images, or even whole paragraphs, depending on what you know about each person.

For instance, if you’re running a travel company and you know one subscriber loves weekend city breaks, you might highlight a quick getaway package. Meanwhile, someone else who prefers beach holidays receives the same overall email, but their version spotlights a gorgeous shoreline resort. Both people get exactly what they’d be looking for, without you having to send two entirely separate campaigns. It’s like having a conversation where you respond to each person’s interests rather than broadcasting the same message to everyone.

Segments are your best friends

Before you jump into customising every detail, think about segmenting your audience in a way that makes sense. It’s easier than it sounds. A “segment” is simply a group of subscribers who share a common characteristic or behaviour, maybe they’re new sign-ups, lapsed customers, or people who’ve only bought items on sale.

Examples of ways you can group your audience:

Who they are (age, location, job title, industry)
What they do (past purchases, website activity, email engagement)
Where they are in their journey (new subscriber, loyal customer, inactive user)

Once you’ve created a few useful segments, you can tailor your emails to each group. Send a friendly welcome series to new subscribers, packed with helpful information about your brand and a special discount to make them feel appreciated.

For your most loyal customers, consider a sneak peek of new products or an exclusive offer. And for users who haven’t clicked in a while, a re-engagement campaign can ask if they’re still interested or tempt them back with something fresh or an offer.

When you’re sending messages that speak directly to each subscriber’s situation, you’re far more likely to capture their attention and inspire action.

Making the subject line sparkle

People decide whether to open an email based on the subject line, so let’s make it count! Yes, throwing in a “(First Name)” in your subject line can lift open rates, but there’s more room for creativity. You could reference what they’ve shown interest in by mentioning past interactions, or celebrate any milestones they’ve had, such as:

"Still loving that blue dress? Here’s more you might like!"
"Get 20% off the travel gear you’ve been eyeing"
"Happy one-year anniversary with us! Here’s something special."

Another way is to create urgency based on behaviour (e.g., "Only 2 left in stock, get yours now!").

Similarly, making good use of the preview text by referencing the subscriber’s context is another chance to give a quick, personal insight. Something like, “We noticed you haven’t visited in a while, come see what’s new!” can pique curiosity and show readers you’re paying attention.

Your email body should also feel like it’s written for a real person. Ditch the robotic tone and write like you’re talking to a friend. If you can make it feel natural and engaging, people are much more likely to respond. This upfront personalisation entices the recipient to open the email and shows that you truly understand them, rather than blasting out generic messages.

Getting the timing right

Timing is an often-overlooked aspect of personalisation, automated triggers, like abandoned cart reminders, work wonders because they hit the inbox just when someone might still be interested in the product they left behind. Welcome emails that land immediately after someone signs up capture that initial burst of curiosity about your brand. Post-purchase follow-ups that ask for reviews or share useful tips a few days after a purchase also enhance engagement.

Even small adjustments to the send time can make your emails feel more personal, as if you’re right there in step with your subscribers’ day-to-day actions.

Sender details matter

How many times have you skipped an email simply because it came from “noreply@company.com”? A little human touch in the “From” field, like “Jamie at BrightTravel”, can instantly make your message feel more approachable.

This is a small but meaningful way to add personality. Plus, if you can encourage subscribers to actually reply (rather than “no reply!”), you open the door to real conversation. That two-way communication can be powerful, it sets your messages apart from the usual no-reply clutter.

Keeping it authentic

Collecting data should always be about serving your audience, it can be tempting to plunge personal data into every corner of your email, but personalisation is a balancing act. If you overdo it (“Hi, Sarah in Cornwall who bought size 8 blue trainers last Tuesday!”), it can come off as creepy or invasive. The goal is to help and delight, not to flaunt how much you know about someone.

Likewise, be mindful of your data collection. Make sure your subscribers understand what you’re gathering and why. When you’re transparent about the benefits, like, “We need to know your shoe size to show you the best deals in your size!”, people are generally more willing to share information that leads to a better experience for them.

Final thoughts

In a world where most inboxes overflow daily, a truly relevant, well-timed, and friendly email can make a huge difference. And the best part? You’ll see stronger customer relationships and higher engagement, all because you took the time to treat your subscribers like individuals, not just names on a list.

So yes, keep addressing your subscribers by name, but don’t stop there. Show that you know who they are, care about what they need, and are always aiming to bring them value. That’s the kind of personalisation that leaves a lasting impression, keeping your subscribers eagerly awaiting your next email.

So next time you send an email, ask yourself: Does this feel like it was written just for them? If the answer is yes, you’re on the right track.