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Email personalization is more than sending a plain text template. When you send a 1:1 email, you consciously have all the context of your recipient in mind. When sending email at scale, you need to replicate this context in your email tool for every recipient (hundreds, thousands, millions of them…). So scaling email personalization is a data problem. Not a marketing problem. Not a design problem. Here's the five tactics we see data-driven teams using to scale personalized email.

  • JC

    Janet Choi

    almost 2 years ago #

    Awesome guide @edfryed - and thanks for mentioning Customer.io! What makes this great is how it illustrates that making emails personalized isn't as simple as pressing a button or including one tag. There's all the work of planning, data, thought, and copywriting.

  • JO

    Jake O'Brien

    almost 2 years ago #

    Great stuff, Ed!

  • PG

    Paige Gerber

    almost 2 years ago #

    Great post. Personalizing content experiences - from blogs, to social, to email, is so important!

  • PL

    pierre le poulain

    almost 2 years ago #

    Great article !

  • NS

    Nitish Sharma

    almost 2 years ago #

    Since so many emails reach so many aspects of the customer lifecycle, it's hard to attribute personal email to have fundamental changes through organizations, And you have given so many measures that we can do.
    Thanks for sharing this content!

  • ND

    Natl Dental

    over 1 year ago #

    Excellent piece, Ed.

  • IB

    Ivan Burban

    over 1 year ago #

    "So scaling email personalization is a data problem." - it's really important and I agree with you!

  • CR

    Chris Rigoudis

    4 months ago #

    Goood stuff! Thanks :D

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