{"id":99932,"date":"2024-08-01T14:32:38","date_gmt":"2024-08-01T18:32:38","guid":{"rendered":"https:\/\/www.litmus.com\/?p=99932"},"modified":"2025-09-04T09:57:37","modified_gmt":"2025-09-04T13:57:37","slug":"email-personalization-best-practices-the-ultimate-checklist-for-email-marketers","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-personalization-best-practices-the-ultimate-checklist-for-email-marketers","title":{"rendered":"Email Personalization Best Practices: The Ultimate Checklist for Email Marketers"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_7acc803726226183d0b5083fb11ea614\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<h3>Key Takeaways<\/h3>\n<ul>\n<li>Collecting comprehensive data helps marketers deeply understand their audience and personalize emails more effectively by leveraging zero-party, first-party, and second-party data.<\/li>\n<li>Understanding your audience beyond surface-level details allows for highly relevant email content. Rather than relying only on basic personalization like first names, analyze past purchases, browsing behavior, and customer support interactions.<\/li>\n<li>Incorporating live or real-time content in email designs enhances engagement. Add dynamic elements such as live polls, countdown timers, and interactive features that update automatically.<\/li>\n<li>Optimizing email timing and frequency is a crucial tactic to drive open rates and reduce unsubscribes. By leveraging subscriber preferences and behaviors, you ensure messages reach the right audience at the right time.<\/li>\n<\/ul>\n<p>Email personalization is consistently one of the biggest priorities for marketers\u2014but it\u2019s also one of the things that\u2019s making them tear their hair out.<\/p>\n<p>There\u2019s good reason for both of these facts. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/personalized-email\" target=\"_blank\" rel=\"noopener\">Personalized email<\/a> helps captivate audiences with true 1:1 experiences, leads to more engaged subscribers throughout the customer journey, and increases conversions, conversion rates, and, ultimately, revenue growth.<\/p>\n<p>When we asked marketers about personalized email content for our <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-innovations\">State of Email Innovations Report<\/a>, we found out that 95% do some sort of email personalization, even if it\u2019s sticking to basics like \u201cfirst name\u201d merge tags.<\/p>\n<p>But only 3% of <em>marketers <\/em>use live or real-time dynamic content, which is the key to unlocking the true benefits of email personalization.<\/p>\n<p>When we asked you what was stopping you from going all-in on email personalization strategies, lack of data (24%), lack of resources (21%), and lack of <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-create-inspiring-personalized-emails\" target=\"_blank\" rel=\"noopener\">email inspiration<\/a> (13%) topped the list.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-99678\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Personalization_Challenges-945x1024.png\" alt=\"what do you find most challenging about email personalization? The ultimate guide to email personalization best practices\" width=\"945\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Personalization_Challenges-945x1024.png 945w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Personalization_Challenges-277x300.png 277w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Personalization_Challenges-768x832.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Personalization_Challenges.png 1200w\" sizes=\"(max-width: 945px) 100vw, 945px\" \/>\n<p>The good news is that all of those complaints are <em>totally fixable<\/em>.<\/p>\n<p>Buckle up, email geeks. We\u2019ve put together a comprehensive guide to all the email personalization best practices you need to know, plus a handy-dandy downloadable to use for your team.<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Harness the power of email personalization<\/p>\n\t\t\t\t<p>Create 1:1 experiences using email personalization that goes beyond &#8220;Hello, %%first_name%%&#8221; with dynamic content.<\/p>\n\t\t\t\t<button class=\"button-blue download\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/personalized-email\" class=\"text-white text-decoration-none\">Personalize better<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/download-blog-cta-09232024.svg\" width=\"221\" height=\"175\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2>5 email personalization best practices for a winning strategy<\/h2>\n<p>Email personalization takes effort, but it pays off big time for your email marketing strategy. <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.demandgenreport.com\/resources\/reports\/what-s-working-in-personalization-marketers-double-down-on-customer-data-digital-channels-personalized-content-to-improve-account-engagement-conversions\/\">76% of buyers<\/a> expect personalized experiences because they understand that they reflect a brand\u2019s commitment to understanding their needs and preferences.<\/p>\n<p>Giving emails a personal touch isn&#8217;t just a nice way to do <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/combining-segmentation-and-personalization\" target=\"_blank\">personalization in email marketing<\/a> or make emails look pretty. They actually drive results.<\/p>\n<p>When you deliver emails that speak directly to your subscribers where they are in their <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-lifecycle-marketing\" target=\"_blank\" rel=\"noopener\">lifecycle marketing<\/a> journey, they feel more connected to your brand. Says Litmus Email Marketing Manager Tracie Pang, \u201cWhen personalization is done right, it\u2019s something subscribers are more likely to engage with. They\u2019re more likely to click on a product, browse your website, and make a purchase.\u201d<\/p>\n<p>What are the best practices for personalizing email campaigns to increase engagement?<\/p>\n<p>Here are five email personalization best practices that make it happen:<\/p>\n<h3>1. Collect (and organize) as much data as you can<\/h3>\n<p>24% of email marketers told us they struggle to find the right data to personalize their email marketing campaigns. Oof, we feel you. Google\u2019s <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/this-is-not-a-drill-the-loss-of-third-party-cookies-is-bigger-than-gdpr-and-ccpa\">ending third-party cookies<\/a> and Apple <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\/\">Mail Privacy Protection<\/a> have been a one-two punch for email marketers looking to find ways to target their subscribers more effectively.<\/p>\n<p>But guess what? You have access to a lot more data than you think. Instead of lamenting the end of third-party data, it\u2019s time to use the data you have:<\/p>\n<ol>\n<li aria-level=\"1\"><strong>Zero-party data<\/strong> is explicitly given to you by your audience, either through surveys or <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-create-a-poll-in-email\" target=\"_blank\" rel=\"noopener\">email polls<\/a> or purchase data. Anytime you\u2019re asking your subscribers a question and they answer it, it\u2019s zero-party data.<\/li>\n<li aria-level=\"1\"><strong>First-party data<\/strong> is the individual-level data collected from your audience, like browsing data from your website, shopping history, or social media engagement.<\/li>\n<li aria-level=\"1\"><strong>Second-party data<\/strong> is purchased from another company\u2014basically, someone else\u2019s first-party data. Second-party data gives you context and scale, helping you understand consumer trends, analyze the competitive landscape, or conduct research.<\/li>\n<\/ol>\n<p>Email marketers using <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/collect-zero-party-data-through-email\">zero-party data<\/a> in particular are at a huge advantage in the personalization game. Whether it\u2019s their topic preferences, wishlisted products, or survey results, you can use email to generate data for future personalized campaigns.<\/p>\n<h3>2. Know your audience better than they know themselves<\/h3>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-personalization101-preparation\">Once you have the right data<\/a>, you can start brainstorming different ways to personalize your email campaigns. You don\u2019t have to radically change your email marketing strategy to do this. Instead, think about the emails you\u2019re already sending and how you can add variants to them based on the information you know about past purchases, browsing behavior, or customer support interactions.<\/p>\n<p>Create super segments of each of your audience using <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/customer-lifecycle-segmentation\" target=\"_blank\" rel=\"noopener\">customer lifecycle segmentation<\/a>. You may already be splitting customers vs. prospects, for example. Now, take that one step further:<\/p>\n<table class=\"table\">\n<thead>\n<tr>\n<th scope=\"col\">Customers vs. Prospects<\/th>\n<th scope=\"col\">Personalized Campaign Idea<\/th>\n<th scope=\"col\">Data You Need<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Customers who purchase products in multiple categories<\/td>\n<td>Gift guide or come visit our store<\/td>\n<td>Purchase behavior<br \/>\nStated preferences<br \/>\nGeolocation<\/td>\n<\/tr>\n<tr>\n<td>Customers who have purchased one product but not a second<\/td>\n<td><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-use-personalized-product-recommendations-in-email\" target=\"_blank\" rel=\"noopener\">Personalization Product recommendations<\/a><\/td>\n<td>Purchase behavior<br \/>\nBrowsing history<br \/>\nStated preferences<\/td>\n<\/tr>\n<tr>\n<td>Customers who have purchased 3+ products (aka your superfans)<\/td>\n<td>Ask for a review or shout-out on social media<\/td>\n<td>Purchase behavior<br \/>\nSentiment<\/td>\n<\/tr>\n<tr>\n<td>Prospects who have been on site browsing in the last 24 hours<\/td>\n<td>Back-in-stock or \u201cget it before it\u2019s gone\u201d<\/td>\n<td>Browsing history<\/td>\n<\/tr>\n<tr>\n<td>Prospects who haven\u2019t engaged with an email in 30 days or more<\/td>\n<td>Re-engagement campaign<\/td>\n<td>Email engagement<br \/>\nBrowsing history<\/td>\n<\/tr>\n<tr>\n<td>Prospects who are thiiiiis close to making a purchase<\/td>\n<td>Abandoned cart or abandoned browsing<\/td>\n<td>Interest signals<br \/>\nBrowsing history<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Email personalization isn\u2019t just about personalizing email subject lines, using \u201cfirst name\u201d or including specific information in your email, though these can be powerful personalization techniques.<\/p>\n<p>Instead, it\u2019s about providing the right nudge at the right time in the customer journey through <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-email-segmentation\" target=\"_blank\" rel=\"noopener\">email segmentation<\/a> and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/contextual-targeting-vs-behavioral-targeting\" target=\"_blank\" rel=\"noopener\">behavioral targeting<\/a> to get them thinking about your brand. That way, when they are ready to purchase for the first or the fifth time, it\u2019s your brand they\u2019ll go to first.<\/p>\n<h3>3. Go beyond first name tags with live or real-time content in your email designs<\/h3>\n<p>When it comes to actually <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-create-inspiring-personalized-emails\">building a personalized email<\/a>, including live or real-time content can help your brand stand out. We were surprised to learn that <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-innovations\">only 3% of email marketers<\/a> we surveyed had used <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-personalization-guide\">live or real-time content<\/a> in their personalization efforts, since the tactic showed up again and again when we asked you what you wish you could do with personalization.<\/p>\n<p>Live or real-time content can be intimidating because unlike first-name merge tags, it can\u2019t necessarily be handled by your ESP. Add features to your emails that make your subscribers excited to read them, like:<\/p>\n<ul>\n<li><strong>Interest signals,<\/strong> which display live click totals so you can show subscribers what their peers are most excited about<\/li>\n<li><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/using-countdown-timers-to-boost-engagement\" target=\"_blank\" rel=\"noopener\">Countdown timers<\/a><\/strong>, (or an <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-create-an-add-to-calendar-link-for-your-emails\" target=\"_blank\" rel=\"noopener\">add to calendar link<\/a>) which add a sense of urgency to your promotional emails<\/li>\n<li><strong>Live polls<\/strong>, so subscribers see in-the-moment how their opinion matches with other subscribers<\/li>\n<li><strong>Scratch-offs<\/strong>, which add a little interactive fun to emails by revealing a product or promotion on a click<\/li>\n<\/ul>\n<p>Email marketing is always a race to see what\u2019s new, delightful, and different. These kind of <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/10-myths-about-email-personalization-busted-how-to-win-with-personalized-emails\" target=\"_blank\" rel=\"noopener\">personalization tactics<\/a> can give your emails a little extra something that gets subscribers engaging with your emails more. Note, if you&#8217;ve recently went through an <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-migrate-esps-easily\" target=\"_blank\">ESP migration<\/a>, double-check that your new ESP supports these personalization tactics.<\/p>\n<h3>4.Personalize email timing and frequency<\/h3>\n<p>Personalization isn\u2019t just the content and design of your emails. You can optimize your larger email marketing strategy on a personalized level, too. That means sending your emails when a subscriber is most likely to read it \u2014 whether they\u2019re checking emails during their morning commute or while relaxing after dinner.<\/p>\n<p>You can do this using your open data through your ESP, but if that\u2019s difficult to get at, then you\u2019ve got nothing to lose by asking your subscribers directly. Beef up your subscriber preferences page with options to customize newsletter type, frequency, and timing.<\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-99677\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Timing_Frequency.png\" alt=\"email timing for email personalization best practices\" width=\"1017\" height=\"372\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Timing_Frequency.png 1017w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Timing_Frequency-300x110.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Timing_Frequency-768x281.png 768w\" sizes=\"(max-width: 1017px) 100vw, 1017px\" \/>\n<h3>5.Continuously test your emails (and include a fallback)<\/h3>\n<p>Part of what makes email personalization so tricky to pull off is that you\u2019ve got a lot of moving parts that need to flow seamlessly together. You never want someone to receive a literal \u201cFIRST NAME\u201d in their email, or six emails instead of the one they were supposed to receive, especially for a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/your-guide-to-email-personalization-for-ecommerce\" target=\"_blank\" rel=\"noopener\">personalized eCommerce email<\/a>. Make sure you do <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-testing-and-qa\" target=\"_blank\">email QA<\/a> or perform an <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-deliverability-audit\" target=\"_blank\">email deliverability audit<\/a> to properly test these emails.<\/p>\n<p>Any time you add personalization into an email campaign, make sure you include a generic fallback. You can swap out product recommendations for a bestseller campaign, for example, or include information on multiple product categories in an email instead of the one you know the subscriber is most interested in.<\/p>\n<h2>Start getting results from these email personalization best practices<\/h2>\n<p>Email personalization can help do all the typical things email marketers look for: increased click-through rates, collecting better <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/customer-data-management-guide-for-marketers\" target=\"_blank\" rel=\"noopener\">customer insights<\/a>, and the creation of more relevant content in subscribers\u2019 crowded inbox. But it\u2019s more than simply improving email marketing metrics or following <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/we-need-to-talk-about-personalization-evolution-trends\" target=\"_blank\" rel=\"noopener\">email personalization trends<\/a>. Personalized messages help you develop and nurture a true customer relationship.<\/p>\n<p>Personalized email campaigns offer the type of customer engagement that no typical mass email strategy can offer. Implementing the email personalization best practices will pay huge dividends and establish your brand as someone who truly understands its audiences and customers<\/p>\n<p>To achieve it, you need an email marketing platform that\u2019s built with personalization in mind.<\/p>\n<p>If email personalization is a big priority for you this year, we\u2019re here to help. Litmus Personalize is an easy way to create uniquely personalized, engaging email experiences that boost customer loyalty and drive higher conversions and revenue. Brands and teams of all types, from ecommerce to financial industries, have leveraged Litmus Personalize to take their personalized email strategy to the next level. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/landing-page\/litmus-email-personalization\">Learn more about email personalization with Litmus Personalize<\/a>.<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Stand out in crowded inboxes<\/p>\n\t\t\t\t<p>Use Litmus Personalize to create captivating emails. Add countdown timers, live polls, and personalized images. \n<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing\n\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":34,"featured_media":99631,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[10307],"class_list":["post-99932","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","blog_category-email-personalization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Personalized Email Best Practices [Checklist] | Litmus<\/title>\n<meta name=\"description\" content=\"Unlock the best practices for email personalization with our comprehensive checklist. Improve engagement with tailored content, optimal timing, and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/email-personalization-best-practices-the-ultimate-checklist-for-email-marketers\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Personalization Best Practices: The Ultimate Checklist for Email Marketers\" \/>\n<meta property=\"og:description\" content=\"Unlock the best practices for email personalization with our comprehensive checklist. Improve engagement with tailored content, optimal timing, and more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/email-personalization-best-practices-the-ultimate-checklist-for-email-marketers\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2024-08-01T18:32:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-04T13:57:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Email-Personalization-Checklist.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Personalized Email Best Practices [Checklist] | Litmus","description":"Unlock the best practices for email personalization with our comprehensive checklist. 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