How to Personalize Emails Without Being Creepy

Personalization can boost open rates by 26% and lead to 6x higher transaction rates. But when done poorly, it can feel intrusive and creepy. Here’s how to strike the right balance between being helpful and being invasive.

DO: Use Their Name (Sparingly)

This is the most basic form of personalization and is widely accepted. A simple "Hi [First Name]" is much more engaging than a generic greeting like "Dear Valued Customer."

DON'T: Overuse Their Name

Repeating their name throughout the email sounds robotic and forced ("So, [First Name], we think you'll love this..."). Use it once in the greeting and perhaps once more in the body if it feels natural and conversational.

DO: Personalize Based on Behavior

This is the most powerful form of personalization. Segment your audience based on their past interactions with your brand.

• Purchase History: Recommend products that complement what they've bought before. For a SaaS product, this could mean suggesting an advanced feature to a power user.
• Website Activity: If they viewed a specific category or abandoned a cart, send them a helpful follow-up email with more information, a tutorial, or a special offer on those items.
• Email Engagement: Send special content or offers to your most engaged subscribers as a reward for their loyalty.

DON'T: Mention Ultra-Specific, Unsettling Data

Avoid mentioning things that feel too personal or make it obvious you're tracking their every move. Referencing things like "We saw you spent 3 minutes and 42 seconds looking at this product" is creepy. Stick to broader categories of interest. The goal is to feel like a helpful assistant, not a private investigator.

DO: Personalize by Location and Time Zone

Sending emails at the right time of day for their time zone is a subtle but effective form of personalization that respects their daily routine. You can also tailor offers based on their city or region (e.g., promoting winter coats to subscribers in colder climates or mentioning a local event).

DON'T: Assume Demographics

Avoid making assumptions about your subscribers based on their name, age, or gender. This can lead to embarrassing mistakes. Personalize based on the explicit data they provide and the actions they take, not the demographic boxes you think they fit into.

Effective personalization is about being relevant and helpful. Use the data you have to provide a better, more tailored experience, not to show off how much you know about them.