Generic Emails Don't Work - Here's How to Personalize Them

"Email personalization is now expected by consumers, who are tired of crowded inboxes flooded with generic, one-size-fits-all promotional messages. A survey of 4,800 global consumers revealed that 64% believe personalization makes an email extremely or somewhat memorable. In Brazil, for example, that number is as high as 72%."

"U.S. consumers, in particular, are also clear about what they want in terms of email personalization: 70% prefer interest-based content, and 52% expect personalized product recommendations. And what's more, 55% of global consumers are actually willing to share their personal information with brands in exchange for more personalized emails. Yet, many brands aren't leveraging that."

"Compared to other digital marketing channels, email remains the ROI leader, with top-performing brands generating up to $36 for every $1 spent, which is a staggering 3,600% ROI. But personalization takes it much further. Research shows that personalized emails generate 82% higher open rates and 52% more sales than generic, one-size-fits-all messages."

"If you treat personalization as a subject line tactic, instead of aligning content, timing and frequency with real customer behavior, you're missing out. Getting email personalization right - and, more importantly, implementing it at scale - is what can really move the needle for ecommerce brands that are struggling to drive decent ROI from their email marketing efforts."

Email personalization is increasingly expected by consumers who are tired of generic promotional messages. A global survey shows most consumers find personalized emails more memorable, with higher levels in some countries. Many consumers prefer interest-based content and personalized product recommendations. A majority are willing to share personal information to receive more tailored emails, yet many brands do not use this opportunity. Email marketing remains a strong ROI channel, and personalization increases performance further by raising open rates and sales compared with one-size-fits-all messaging. Treating personalization only as a subject line tactic misses the impact of aligning content, timing, and frequency with real customer behavior.

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