Changing a message for each person using what you know about them, from their name in the greeting to the products shown, the offer or the send time.
Example
Instead of one email for all, Meera's email shows men's kurtas to people who bought menswear and sarees to those who bought sarees, and greets each by first name.
How you'll hear it
“Personalisation beyond the first name is what moved clicks; the name alone did nothing.”
Don't confuse it with
- Segmentation: grouping people; personalisation changes the content each one sees.
- Dynamic content: the technical feature used to swap content blocks for personalisation.
Related terms
Sources
- Personalized Marketing, Mailchimp (Intuit)
- Use personalization tokens, HubSpot Knowledge Base