Email Personalisation is More Than Just a Name

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Email Marketing Dynamic Content and Personalisation

For many email marketers, personalisation is as simple as inserting the customers name into the subject line or body of the email. However, there’s lots more you could be doing to drive both engagement and conversion in your email marketing strategy.

It’s definitely worth discussing customer data with other departments as many marketeers are unaware of how much data the business actually holds. No doubt your business will use a range of software packages to manage information, which will contain endless amounts of customer data.

Maxemail provides a range of powerful email marketing tools and features that allow you to manage customer data and create highly-personalised email campaigns that generate results. By integrating your CRM systems and eCommerce platforms you can access the data to enhance your experience of using our email marketing software.

Creating dynamic content

Email personalisation is hard work, you’ll need to use your data wisely and understand your customers in order to send personalised and relevant messages. The information collected on your customers can be used to create personalised dynamic content within your emails.

Dynamic content allows you to present different information to each individual customer fed from your data. If you haven’t used personalisation beyond a name before, it may be worth running a split A/B test with a small segment of your subscribers first to measure the results.

In Maxemail you’ll only need to create one template for your email campaign using our drag-&-drop email builder, which will then pull in data relating to the individual customer at the point of send, creating relevant and highly-personalised emails.

So, what information can you use to personalise your email campaigns beyond a name?


Segment you customer profile data by gender, age, marital status, number of dependants, income, location and more to create personalised and highly-relevant emails. For example, a high street fashion retailer may want to notify females within a specific catchment area about a local event, or a property surveyor may want to update people within a specific postcode on house prices in their area.


Start building on your customer profiles and target them with personalised offers and recommendations. If your customer makes the effort to tell you what they’re interested in then you should be using this to your advantage. Create an email campaign with dynamic content and control what your customers see when they open the email.

Purchase history

Relate to your customers by populating emails with dynamic content relating to a previous purchase. For example, travel retailers can create email campaigns to push specific images and information to each customer for feedback on their experience. This also works well for retailers that want to upsell products or prompt further actions relating to a previous purchase, such as arranging airport parking and holiday excursions.


By integrating external software applications and using the data collected on your customers, you can trigger emails to present information on the product or service they are interested in. For example, if a customer views a product on your website and leaves without completing a purchase then you can automatically send an email to them with the product details, other recommendations and maybe an offer they can’t refuse.

About Nicola Faulkner

Senior Marketing Executive at Emailcenter UK Limited - a leading independent provider of email marketing software, services and solutions.