No one likes receiving generic emails that feel like they were sent to thousands of people at once. But when an email feels personal, like it was written just for you, it grabs your attention.
Think about it: You're more likely to open an email that includes your name, recommends a product you actually like, or reminds you about something you left in your shopping cart. These small details make a big difference.
Email personalization helps businesses send emails that feel relevant to each person, making them more likely to open, read, and take action.
In this guide, you will learn what email personalization is, why it’s a must-have for any marketing strategy, also how to personalize emails.
What is Email Personalization?
Email personalization means sending emails that feel relevant to each person instead of generic mass messages.
It uses customer data, like past purchases, browsing history, and preferences to create tailored emails.
You can add a name to the email subject line, suggest products based on shopping history, or send automated emails triggered by actions like cart abandonment.
The right tools make this process easy, helping you boost engagement and build stronger customer relationships.
Here’s an example of a generic email, not personalized, starting with “Hey there”:
Why is Email Personalization Important?
People are more likely to open and engage with emails that feel relevant to them. Instead of generic messages, personalized emails grab attention and encourage action. Here’s why it matters:
- Increases Open Rates: Emails with personalized subject lines are more likely to be opened. You can use MailTracker to track your open rates:
- Boosts Click-Through Rates: Personalized email campaigns improve click-through rates and increase revenue.
- Improves Customer Experience: Customers prefer tailored experiences, making them more likely to engage.
- Builds Trust: When emails feel personal, customers are more likely to trust your brand.
Personalized email marketing can lead to better engagement, happier customers, and higher sales.
How to Personalize Your Emails (Without Overdoing it)
Email personalization isn’t just about adding someone’s name, it’s about making your messages feel relevant and engaging. So, let’s go over some easy (but effective) email personalization strategies:
1. Use Their Name in the Subject Line
Think about it: when you see your own name in an email subject, doesn’t it grab your attention? It feels more personal like the email was meant just for you. Here’s an example from Netflix:
Example: Instead of a plain subject like "Our latest deals are here!", try something like "John, we have something special just for you!"
2. Segment Your Audience (Because Not Everyone Is the Same)
Receiving a discount offer for a product you just bought at full price, is frustrating, right? That’s what happens when businesses don’t tailor their messages. Instead, divide your target audience into groups based on things like:
- What they’ve bought before
- What they’ve browsed on your site
- Where they live
- How often they engage with your emails
This way, your emails actually match what they care about.
Example: If someone hasn’t shopped in a while, send them a special discount to bring them back: "Hey Sarah! Here’s 15% off your next order."
3. Recommend Products Based on What They Like
Ever noticed how Netflix suggests shows based on what you’ve watched? You can do the same with emails. If a customer bought something before, recommend items that go well with it.
Example: "You got a new laptop—now complete your setup with these must-have accessories!"
This makes the email feel helpful, not salesy.
4. Automate Emails Based on Customer Actions
Set up emails that are sent automatically when a customer does something on your site. This way, you’re reaching them at the perfect time.
Example: If someone adds an item to their cart but doesn’t check out, send them a little nudge: "Still thinking about it? Your cart is waiting!"
Or, if they browse a certain product but don’t buy, send a follow-up: "Looking at running shoes? Here’s a guide to picking the perfect pair!"
5. Make Emails Feel Even More Personal with Dynamic Content
Using dynamic content is one of the email marketing trends in 2025. Instead of sending the same email to everyone, use dynamic content to tailor parts of the message based on what the customer is interested in.
This way, each person sees something relevant to them, without you having to create dozens of different emails.
The goal here is to make your emails feel like they were written just for them, not like a mass blast that could go to anyone.
6. Send Emails When They Actually Matter
Sending an email at the wrong time is like calling a friend when you know they’re busy, it might get ignored.
People check their emails at different times of the day, and if your message lands when they’re not active, they might miss it.
Instead of guessing, use valuable data to see when your customers are most active. If someone usually shops in the evening, sending an email in the morning might not be the best move.
A well-timed email increases the chances of them opening it and taking action. MailTracker helps you send emails at the best time.
7. Show Products They Actually Care About
Have you ever been looking at something online, then suddenly received an email showing completely unrelated items?
If someone has already shown interest in a product, remind them about it with a personalized email campaign featuring that exact item.
Instead of using random stock photos, include images based on what the customer has viewed or purchased before.
This small change can make emails feel more relevant and increase the chances of them clicking through.
Example: If a customer looked at a red jacket but didn’t buy it, an email could say: “Still thinking about this jacket? It’s almost out of stock!”—along with a picture of the exact jacket. That little reminder can be enough to bring them back.
8. Follow Up with Customers Who Haven’t Engaged
If a customer hasn’t engaged in a while, don’t ignore them. A quick follow-up can bring them back and remind them what they liked about your brand.
Try sending a personalized message with a special offer, a reminder of their last purchase, or even an update on new products they might like.
Example: "Hey Alex, it’s been a while! We’ve got some exciting new arrivals we think you’ll love—check them out and enjoy 10% off your next purchase."
9. Use a Strong Call to Action (CTA)
When you’ve personalized your email, don’t just leave your customers hanging. Guide them toward taking action. A strong, clear call to action (CTA) is essential in making sure they know exactly what to do next.
Instead of the usual "Shop Now", use something that speaks directly to the recipient, based on their interests or behaviors.
Example: “John, claim your 20% discount today!”
This makes the offer feel more personal and gives a clear next step, encouraging the customer to act immediately. The goal is to make the CTA feel like an opportunity they don’t want to miss.
10. Track Your Emails to Improve Personalization
Sending an email is just the start, how people respond to it is what matters. Tracking how your emails perform helps you understand what’s working and what’s not.
Using tools like MailTracker by Hunter, you can see who’s opening your emails, clicking on your links, or ignoring them altogether. This real-time feedback lets you adjust your approach to be more effective in the future.
If a customer opens your email multiple times but doesn’t click, you could follow up with a tailored offer or a helpful message to push them toward action.
Tracking your emails gives you insights into your customers’ behavior and helps you send the right message at the right time. This ensures you’re constantly improving your personalization strategy.
Ready to Take Your Email Marketing to the Next Level?
Start personalizing your emails today to create more meaningful connections with your audience.
When your messages feel relevant, customer engagement goes up, click-through rates improve, and customers keep coming back.
Don’t just send emails, send the right emails at the right time. Use tools like MailTracker by Hunter to track performance and improve your strategy.
Start using MailTracker for Free!
FAQs About Email Personalization
What is personalization in email?
Personalization in email means tailoring your messages to fit each person’s needs or interests. It helps your emails feel more relevant and increases the chance of engagement.
What is a personalized email?
A personalized email is one that includes details specific to the recipient, like their name, location, or past purchases. It makes the email feel more like a one-on-one conversation than a mass message.
How do I personalize my emails?
You can personalize emails by using the recipient’s name, mentioning their recent activity, or suggesting products based on their past behavior. Most email tools let you do this automatically using customer data.
What is an example of personalization?
Example: Instead of saying “Hi there,” you say “Hi Sarah, we saw you checked out our running shoes — here’s 10% off your next pair.” This shows you know who they are and what they’re interested in.
