Personal trainer, personal shopper, personal assistant… Let’s face it: we all love to have our services tailored to our needs and preferences. It ensures we get exactly what we want, as opposed to a generalised one-size-fits-all approach. So, why should marketing be any different for consumers?
That’s where personalised marketing comes in.
This increasingly popular strategy means you can tailor your marketing message to each of your audience’s behaviours. It allows you to collect clever data and insights to inform your communication so it always feels relevant and curated – specifically for them.
Here are a few examples of personalised marketing:
- Quiz lead magnets, where the results depend on the participants’ answers
- A nurturing email campaign with helpful, relevant content
- Product recommendations and ads based on browsing history
Because personalised marketing offers more value to consumers, it’s significantly more effective when it comes to driving new leads, securing sales, or converting new customers. It’s a no-brainer!
We created ScoreApp to provide you with a more personalised message in your email marketing. Read ahead to find out how, plus the 11 essential strategies to follow before starting your first campaign.
Why is personalisation so important in email marketing?
As email marketing has quickly progressed, personalisation has taken shape to become the new consumer expectation. Without it, your messaging may be seen as lazy or irrelevant. The result? An instant ‘delete’ when audiences filter through their overflowing inbox.
Here are the benefits you can expect from implementing personalisation into your email marketing plans:
- Increased engagement – Did you know, an impressive 72% of consumers only engage with marketing messages tailored to their interests? This is because when messages speak directly to them, they feel much more inclined to engage.
- Better customer experience – Personalised marketing is designed for businesses who take the ‘customer first’ approach seriously. Whether it’s recommending a product relevant to their interests or sending helpful content you know they’ll appreciate, providing the best customer experience is key for hitting your targets.
- Higher conversion rates, ROI, and revenue – Offering content based on customers’ preferences can boost your sales by 20%. Think less generalised and more targeted messaging for optimal results.
- Enhanced customer loyalty – Personalised emails boost brand perspective, customer satisfaction, and loyalty. By putting your customers at the centre of your marketing, you’re showing them how you value and appreciate their needs.
- Improved customer insights – You can’t design an effective personalised marketing strategy without getting to know your audience properly, first. This is the perfect chance to gain valuable insights into their behaviours, likes, and dislikes – all of which will inform your campaigns moving forward.
Now we have that covered, let’s dive into the different strategies to apply to your personalised email marketing – and how ScoreApp’s features can help you in the process.
1. Segment your email list
Start off by dividing your audience into groups based on demographics, behaviours, or purchase history. This will help you create the base of your marketing strategy. You can then go ahead and tailor your email content to the needs of each segment.
With the ScoreApp Data & Reporting feature, you can unlock valuable insights into your audience by asking them a series of quick-fire, relevant questions.
Once you have a view of their scores, you can then optimise, report, and track to improve your marketing with each campaign.
2. Use dynamic content
Build emails with adaptable content to suit your recipients’ preferences or past actions. For example, if they have bought a product similar to yours, you can add a product recommendation you know they’ll be interested in.
Once your audience has answered some key questions, you can send them dynamic results after they request a lead magnet on ScoreApp. This means you can identify what stage they’re at and the challenges they’re facing, and present them with your recommended solution (your services or product)!
3. Address recipients by name
People want to feel like their inbox is personalised. Robotic, cold emails won’t get you anywhere. Instead, be sure to include the recipient’s first name in the subject line, opening line, or within the main body copy for a personal touch.
Lost with where to start? No worries! Gathering names and emails is made easy with ScoreApp.
4. Leverage behavioural triggers
Ever put a product in your online shopping basket, just to put your phone away in an attempt to ‘think’ about your purchase first? You may have received a check-in email from the brand soon after. Clever, right?
Sending emails based on user actions – abandoned cart reminders, purchase confirmations, or content downloads – is a powerful way to keep the communication strong between you and your audience.
But it’s also a great opportunity to upsell or cross-sell. Once you fully understand your customer buying journey, you can boost your revenue with a ScoreApp quiz. This allows you to create an interactive quiz that benefits both you and your target audience: you get clear on their needs, and they get valuable results.
It also means you can set up automatic email nurturing sequences that upsell and cross-sell products relevant to them – and then watch your sales soar. It’s a win-win!
5. Offer tailored promotions
Hey, we all love a good deal! But unless it’s relevant to our preferences or needs, it’s unlikely we’re going to want to take it up. For example, you wouldn’t offer an accountant 25% off a fitness package: they’d find it irrelevant (and potentially offensive)!
That’s why it’s important to give your audience extra value by providing personalised discounts or special offers.
The ScoreApp Data & Reporting tool enables you to offer personal promotions as you get to know more about your users.
6. Include localisation
There’s nothing more frustrating than an invite to an event that requires a five-hour train journey, with changes. For a more relevant experience, customise your emails to include location-specific content or offers.
By delivering content that feels accessible to each audience segment, you’ll increase the chances of them hitting ‘learn more’ about your next event or discount.
7. Conduct surveys and feedback
The best way to refine and improve your marketing? Feedback, feedback, and more feedback!
Create personalised surveys to gather valuable feedback from your audiences. This will allow you to tweak your email campaigns for a more effective approach to personalised marketing.
We created ScoreApp’s Survey and Feedback tool to ensure you get the very most out of your feedback and data. Read our blog post to find out whether a survey or a feedback form is the best choice for you!
8. Use A/B testing
The beauty of A/B testing is that you can discover exactly what resonates best with your audience. This method of quantitative research compares how different types of content perform so you know the best way of marketing a product or service.
When applied to personalised email marketing, A/B testing could include testing personalised subject lines, content, and offers to find out which has the most successful opening rates and highest engagement.
You can hook ScoreApp directly up with your existing email marketing tool to test and refine your email campaigns. A/B testing just got a whole lot simpler!
9. Automate personalisation with tools
If you’re looking to scale personalised marketing efficiently, it’s well worth investing in automated email marketing tools such as Mailchimp, Klaviyo, or ActiveCampaign. These are highly effective platforms that can be easily integrated with ScoreApp, resulting in your best-quality leads yet.
The benefits of automated marketing tools include:
- Drives higher quality leads
- Allows for personalised communications
- Helps align your marketing and sales teams
- Enables better decision-making
Check out our blog post on Best Marketing Automation Tools to Enhance Efficiency and Growth in 2025 for all the insights, trends, and tips you need to know!
10. Follow up with post-purchase content
Providing a positive customer experience is key when it comes to maintaining brand reputation, consumer trust, and securing sales. Think about the brands you engage most with: do they always send a personalised email after you’ve bought one of their products? The chances are, they do! That’s because following up ensures they stay at the forefront of your mind.
Use personalised marketing to its full advantage by scheduling thank you emails (manners go a long way, even in the digital world!), product usage tips, or related product recommendations to show your audience you value them, and will go the extra mile to give them value back.
11. Align personalisation with the sales funnel
Whether it’s building awareness or decision-making, tailoring your messaging to the recipient’s stage in the customer journey is key for keeping your personalised messaging authentic.
As we’ve mentioned in this post, you can gain a whole host of audience insights using ScoreApp – but that doesn’t stop at wants and needs! You can also learn more about where they’re at in the sales funnel to guide them towards a purchase in a way that’s helpful (and relevant) to them.
Of course, creating an email funnel is one thing, but getting high-quality leads to join it is a whole other ballgame. With ScoreApp, you can create interactive lead magnets that drive new leads – all of whom could be your next dream client.
Find out more about customer journey mapping and feel inspired to launch a lead magnet here.
Improve your email marketing personalisation with ScoreApp
From increased engagement and enhanced customer loyalty to higher conversion rates and a deeper understanding of your audience, the benefits of having a personalised messaging strategy in place are endless.
At ScoreApp, we’re supporting countless small business owners or entrepreneurs just like you to unlock their email marketing potential. Sign up today for free to get started with your most effective campaign yet!
