{"id":99858,"date":"2024-07-31T15:26:14","date_gmt":"2024-07-31T19:26:14","guid":{"rendered":"https:\/\/www.litmus.com\/?p=99858"},"modified":"2025-12-18T16:25:34","modified_gmt":"2025-12-18T21:25:34","slug":"we-need-to-talk-about-personalization-evolution-trends","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/we-need-to-talk-about-personalization-evolution-trends","title":{"rendered":"We Need to Talk About Personalization: Evolution & Trends"},"content":{"rendered":"\n\n\t
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What do you think we\u2019re talking about when we say the words \u201cemail personalization\u201d? Are you thinking about merge tags or dynamic content<\/a>? Segmentation and automation? Profile or behavior-based automations? Or all of the above?<\/p>\n

While the technology, functionality, and overall options you have available when it comes to personalized emails<\/a> has changed\u2014we’re still using the same generalized term to mean everything that\u2019s dynamic, interactive, segmented or field-based in an email. When we say \u201cpersonalize it,\u201d we\u2019re talking about a growing list of email personalization best practices<\/a> that span the spectrum in terms of data needed, resources required, and impact.<\/p>\n

As personalization becomes the norm for all kinds of marketing channels, I think it\u2019s time for us to get more specific about these tactics that involve vastly different levels of resource and data to pull off and also have vastly different levels of impact, depending on the scenario. For instance, using personalized email templates<\/a> can significantly improve the effectiveness of your campaigns.<\/p>\n

10 years ago personalizing an email was relatively straightforward. Today, it could mean anything from an automated cart abandonment<\/a> play to a simple \u201cHi Cynthia\u201d using merge tags.<\/p>\n

Email is both at an all-time high in volume and in return on investment (ROI)<\/a>. The roller coaster of the past few years has grown our dependence on email in more ways than we could have ever imagined.<\/p>\n

Overall email volume up 13% since 2020, expected to grow another 13% by 2026.\u00a0<\/strong><\/p><\/blockquote>\n

At the same time, consumer expectations have evolved to the point that our subscribers EXPECT us to only send them the most relevant information\u2014and some level of personalization is one of the most proven ways to do that.<\/p>\n

\u201cMcKinsey research shows that 71 percent of consumers expect companies to deliver personalized interactions. And the story doesn\u2019t end there: 76 percent get frustrated when this doesn\u2019t happen.\u201d
\nSource: McKinsey<\/em><\/small><\/a><\/p><\/blockquote>\n

Let\u2019s take a look at the different types of email personalization<\/a> and consider how to bucket them moving forward.<\/p>\n

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Prepare your email program for what\u2019s to come<\/p>\n

Get the data, insights, and trends you need from nearly 1,000 marketers to future-proof your email program from The State of Email Innovations Report.<\/a><\/p>\n