Strategic Benefits of Personalised Email Marketing

At their core, marketing emails have transformed into personalised, dynamic tools that drive engagement and even direct conversions. Generic messages no longer cut it—you need compelling, visually engaging content tailored to your audience’s needs and position in the sales funnel.

Continue reading to find out how personalised email marketing could enhance your business strategy.

Why Personalised Email Marketing Is a Game Changer

Did you know that personalised email marketing delivers an average return of $36 for every dollar spent? Moreover, 89% of marketers cite email as their top lead generation tool, and 79% rank it among their top three marketing channels. Nearly 60% of consumers are influenced by personalisation when making purchase decisions.

Below are the top strategic advantages of leveraging email personalisation:

Increase brand awareness	Utilise email personalisation to share subscriber-focused updates and news, reinforcing your brand identity and maintaining visibility.
Generate website traffic	Share snippets of recent articles and include compelling calls to action in emails to direct readers to your blog and sales pages, increasing website traffic.
Personalise communication	Segment your audience and tailor content to individual preferences, fostering engagement and loyalty by making customers feel valued.
Collect business data	Leverage email personalisation to gather customer insights through analytics and feedback forms, informing business strategies and enhancing offerings.
Boost sales	Showcase products and services, utilise promotions, and employ upselling strategies to increase sales and revenue through personalised email marketing.
Maintain engagement	Keep customers intrigued with varied email content, ensuring consistent engagement to stay top of mind.
Amplify marketing efforts	Integrate email with other marketing channels to amplify efforts, directing traffic to social media, blogs, and events for increased engagement and interaction.

Take a product tour and discover how Phonexa empowers personalised email marketing to reach its fullest potential.

Understanding Email Personalisation

“Personalisation – it is not about first/last name. It’s about relevant content.” — Dan Jak

Using information such as demographics, interaction history, funnel position, and personal preferences, email personalisation in email marketing aims to satisfy subscriber expectations. This allows you to craft messages tailored to each recipient, rather than sending generic mass emails.

Did you know personalisation can cut lead acquisition costs by up to 50%, boost marketing efficiency by 10–30%, and increase revenue by 5–15%? You achieve this by addressing recipients by name, customising subject lines and content to their interests, and sending at optimal times.

Explore these key benefits of email personalisation:

Boosted Open Rates	Subject lines customised with recipient names, titles, or other relevant details stand out in crowded inboxes, making emails up to 50% more likely to be opened.
Greater Engagement	Messages tailored to individual preferences encourage more interaction, including higher chances of direct purchases.
Insightful Data	Personalised emails generate valuable marketing data that can shape future strategies and deepen your understanding of your audience.
Higher Conversion Rates	Subscribers respond more actively to offers that are specifically customised for them, driving more conversions.
Enhanced ROI	Personalisation requires minimal investment yet delivers strong returns, making it a cost-effective strategy.

When email content is personalised, consumers are ten times more likely to become high-value customers who make 15 or more purchases yearly. Eighty per cent of consumers also like brands that customise their experience.

Business buyers share their views on personalised email marketing:

Best Practices for Personalised Email Marketing

“From” Name	Using a real person or business name in the “From” field builds trust and makes emails feel more personal and credible.
Subject Line	Including the subscriber’s name in the subject line creates a personal touch that boosts open rates.
Email Content	Customising email content based on subscriber data shows attentiveness. For example, pet food brand Sundays personalises messages according to the pet the subscriber owns.
Imagery	Personalised images resonate more with recipients. Airbnb uses recent bookings to tailor header images, improving engagement.
Dynamic Content	Real-time elements like countdown timers or stock alerts motivate action. For instance, Ask and Embla customise countdown clocks based on each subscriber’s timezone to provide accurate urgency cues.

Beyond content personalisation, outcomes can be improved by sending trigger emails depending on user behaviours, such as VIP customer-specific loyalty offers or cart abandonment notifications.

Personalised Subject Lines

Subject lines are the first chance to catch your recipient’s eye. Make them personal by including the recipient’s name, special offers, or clear calls to action to increase relevance and appeal. For instance, “Get Your Exclusive Deal Now” feels more engaging than a generic “Click Here”.

Sender’s Name

Emails sent from a real person, such as “Anna@company.com”, appear more personal and increase the likelihood of recipient engagement.

Recommendations

Leverage data from multiple marketing channels to build detailed customer profiles and customise your emails and offers accordingly. For example, if a customer purchases solar panels, suggest complementary products like portable chargers to enrich their experience.

Behavioural Triggers

Trigger personalised emails based on typical user actions such as account creation, purchases, or cart abandonment. These timely messages strengthen your relationship with customers.

Additionally, celebrate milestones like birthdays, anniversaries, or your company’s anniversary, and schedule emails to arrive at optimal times by using analytics for best results.

Dynamic & Localised Content

Add real-time elements, such as countdown timers for special offers or live tracking for shipments, to your emails. Customise your messages to reflect your audience’s cultural and regional context by including local events, using local currencies, and adapting the tone accordingly.

5 Excellent Examples of Personalised Email Campaigns

1. Product Recommendations

This example showcases a typical product recommendation email tailored from the customer’s browsing and cart abandonment activity, incentivising with free shipping to prompt purchase consideration.

Source: Brooklinen

2. Personalised Welcome Emails

Welcome emails set the tone for your relationship. Use the subscriber’s first name, send emails promptly after sign-up, and include custom fields or dynamic content to create a warm, tailored greeting.

Source: Wix

3. Personalised Content

Boost engagement and blog traffic by sending personalised content recommendations based on your audience’s interests and behaviour. Automate newsletters to deliver relevant material consistently.

For example, PayPal highlights a special offer and a ‘Become a Pro’ option, prompting users to explore tailored financial products.

Source: PayPal

4. Birthdays and Anniversaries

Sending personalised emails on birthdays or anniversaries helps deepen customer loyalty by making recipients feel appreciated. Enhance these messages with tailored offers reflecting their preferences or past purchases.

Take a look at this email personalisation example from BodyMindLife:

Source: BodyMindLife

6. Reactivation Emails

Reactivation emails focus on reconnecting with inactive subscribers who might have lost touch with your brand. Strategically timing these emails can revive past customers and help maintain a healthy email list.

Here’s an example of a reactivation email:

This reactivation email successfully revives customer interest by including a personal note that adds warmth and reassurance. Thoughtful CTAs and visually appealing elements further capture attention, encouraging engagement with the brand’s products.

Test and Optimise Your Email Personalisation with Phonexa

For businesses that depend on email marketing, ensuring your campaigns work seamlessly alongside other marketing channels is essential. Phonexa’s all-in-one performance marketing software delivers an integrated ecosystem combining performance and affiliate marketing for full-spectrum coverage.

Our proprietary platform, E-Delivery, guarantees 100% email deliverability, precise subscription segmentation, A/B testing capabilities, advanced automation features, and seamless integrations with seven other Phonexa solutions, as well as leading CRM and lead management tools.

Using E-Delivery ensures your emails reach the right audience at the perfect moment, while providing valuable insights into subscriber engagement and interactions across other Phonexa tools. This leads to increased clicks, conversions, and sales.

Build your plan today, or book a free demo to discover how E-Delivery can enhance your email marketing efforts.

While E-Delivery is a powerful tool for email marketing, maximising your results requires a unified strategy across all traffic channels. You need a complete ecosystem managing web, call, and email leads — exactly what Phonexa delivers.

Here’s an example to illustrate what I mean:

 

Get Phonexa’s all-in-one performance marketing software suite at a single price:

Build your plan today, or book a demo to unlock the full power of Phonexa’s all-in-one platform.

Frequently Asked Questions

What is email personalisation?

Personalised emails customise content for each recipient based on their preferences, past behaviours, and interactions. This can involve addressing recipients by name, suggesting products they may be interested in, and delivering content that aligns with their interests.

How can I make my emails more personalised?

Make your emails more personalised by using the recipient’s name, referencing their previous purchases or interactions, and customising content based on what they’re looking for. You can also add dynamic content blocks that change depending on user data and behaviour.

What’s the difference between email segmentation and email personalisation?

Email segmentation involves grouping your email subscribers based on factors like demographics or purchase history, whereas email personalisation focuses on crafting content that deeply resonates with each individual within those segments.