Personalisation
Email personalisation is the practice of tailoring email content, subject lines, or offers to individual subscribers based on their data, preferences, or behaviour.
What Is Personalisation?
Personalisation ranges from basic (inserting a subscriber's first name) to advanced (customising entire content sections based on past behaviour). Basic personalisation includes merge tags for names and locations. Intermediate personalisation involves segmenting content based on subscriber interests or engagement level. Advanced personalisation uses behavioural data to dynamically assemble emails with content blocks most relevant to each subscriber. Studies show personalised emails deliver 6x higher transaction rates than non-personalised ones. However, personalisation must be done thoughtfully — forcing a first name into an irrelevant email doesn't help.
Why It Matters for Newsletters
In a crowded inbox, personalisation helps your newsletter stand out and feel relevant. Subscribers who receive content tailored to their interests are more likely to open, click, and remain subscribed. It signals that you understand and value them as individuals, not just as email addresses.
Best Practices
- Start simple — personalised subject lines with names can boost open rates by 20%
- Use engagement data to personalise content recommendations
- Don't over-personalise to the point of feeling intrusive
- Ensure your data is accurate — nothing breaks trust faster than a wrong name
- Test personalised vs non-personalised versions to measure actual impact
How Aldus Handles This
Aldus's AI-powered subscriber conversations are personalisation at its best. The AI can respond to individual subscriber replies with contextual, personalised messages, creating a one-to-one experience at scale. The platform also personalises re-engagement campaigns based on each subscriber's reading history.