Personalisation is one of the secrets of the best direct marketing. It is also the secret of the most successful email marketing. Unless personalised your email communications – even if they are creatively incredibly strong – will be treated as spam.

The two most important and effective methods of personalisation are as follows

1. Ensure the content and intent of the email are relevant to recipient
2. Take time to develop good data strategy and segment the data accordingly
   so you can incorporate user preferences into email content

The most effective forms of personalisation are

• Customer Name
• Current product holding
• Tenure - use this as a way of recognising and rewarding long standing customers
• Usage of product or service - any behavioural clues to aid in determining appropriate offer and message to target them with
• User preference - tailor content to reflect what you know about their interests or lifestyle
• Gender
• Location
• For B2B - consider tailoring by vertical sector, job title, size of business