The do’s and don’ts of personalisation

Posted on November 9, 2015 at 8:59 am Written by

The do's and don'ts of personalisationPersonalisation has long been a proven tactic for email marketers. One of the reasons why it’s so effective is because it engages readers on a (you guessed it) personal level.

Here are a few do’s and don’ts for personalising your email marketing…


  • Make your mass customer communication personal as this should increase customer feedback, loyalty and hopefully sales revenue.
  • Personalise offers to each individual and or company to make your recipients feel special. Just adding their name can personalise an offer enough to prompt a decision.
  • Review your data on a regular basis for errors, gaps and updates.
  • Make sure you have first name, last name and company name collected in new data wherever possible.
  • Think outside the box. You don’t have to stick to “Dear John” personalisation, you can add personalisation tags to any part of a message and more than just once.
  • Try adding personalisation to your subject line as well as or instead of in the content.


  • Don’t get caught out by the “Dear blank” syndrome. Check your database before sending your email. If you don’t have first names for everyone use “Hi” or “Hello” instead of “Dear” – anything to ensure that your message makes sense without data being added.
  • Don’t get addicted to personalising. If you wouldn’t use it normally in an email, then don’t use it! Forced personalisation can look mechanical to the reader. This defeats the object of using it in the first place.
  • Don’t assume that because you’ve personalised the email your subscribers will read it all. You need to think about what your customers want to read. Always write for the reader rather than yourself.

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