Email personalisation: examples, strategies, tactics, and expert advice on getting it right

Email inboxes are crowded. The average person receives dozens, sometimes hundreds, of emails every day. Most of them are skimmed, ignored, or deleted.

So, how do you get your message read?

You make it matter. You personalise it.

In this guide, we’re diving deep into B2B email marketing solutions jam-packed full of personalisation: what it really means, how to do it well, and the expert-backed strategies that actually get results.

What is email personalisation?

Email personalisation is a type of humanised marketing. It’s the art of making every email feel like it was written just for the person receiving it.

We’re not talking about dropping a first name in the subject line and calling it a day – proper personalisation goes beyond token tweaks.

It uses real customer data (we’re talking purchase history, job title, location, engagement behaviour, and stage in the customer journey) to send messages that are actually relevant.

When done right, it feels like a helpful nudge from someone who gets you – not a mass email from a faceless brand.

How effective are personalised emails?

Short answer: very.

Personalised emails outperform their generic counterparts across just about every metric. They boost open rates, increase click-through rates, and are more likely to convert readers into paying customers.

Our State of Prospecting report found that 66% of B2B buyers are more likely to open an email if it’s personalised with their name or a company name. 

To put it simply, if you’re not personalising, you’re falling behind.

The benefits of personalisation

It’s not just about being polite. Here’s what personalisation really brings to the table:

Higher open and click-through rates

Tailored subject lines and relevant content cut through the inbox noise. They grab attention and give recipients a reason to engage.

Stronger customer engagement

Emails that reflect someone’s interests, behaviours, or needs feel more like conversations, not broadcasts. That means more clicks, replies, and meaningful interactions.

Improved customer relationships and loyalty

When you demonstrate you understand your audience, you build trust. That trust pays off with customer loyalty, advocacy, and repeat purchases.

Increased revenue and conversions

This one’s simple: email personalisation leads to more conversions, which in turn means more revenue. Whether you’re offering a product, scheduling a call, or driving downloads, relevant emails drive results.

Enhanced customer experience

Generic emails are forgettable. Personalised emails feel valuable, timely, and helpful, all big ticks in the customer experience box.

Reduced spam complaints

Spam filters can sniff out a mass send a mile off. But personalised content with natural language and individual touches has a better chance of landing in the inbox.

Better analytics and insights

When your emails are tailored, you can track what’s actually working with more precision. Think better A/B tests, more meaningful engagement metrics, and clearer marketing ROI.

Cost-effectiveness

Personalisation doesn’t add to your email marketing budget, but it massively improves results. That’s what we call a win-win.

→ Wanting to take your emails to the next level? Boost open rates and start conversing with the right people by following the tips in our Ultimate Guide to Email Prospecting. 

How to gather data for personalised emails

Good personalisation starts with good data. Here’s what to collect:

• Behavioural data: what users click on, download, or ignore
• Demographics: industry, company size, location, job title
• Purchase history: what they bought, when, and how often
• Engagement data: email opens, replies, and unsubscribes
• Preferences and feedback: surveys, product ratings, CS interactions

Your CRM tools, email marketing platforms, website analytics, and sales team are goldmines here. 

The more accurate and actionable your customer data, the better your personalisation.

Email personalisation strategies

Effective email personalisation is a dynamic blend of strategy and data. When you combine strategies like segmenting your audience, creating dynamic content, and optimising regularly, your email engagement will soar.

Always remember – relevance is key. It’s not about sending more emails; it’s about sending the right message at the right time.

Collect rich customer data

You can’t personalise if you don’t know your customer. The more detailed the data you collect, the more relevant and engaging your emails will be.

Rich customer data gives you the insight you need to understand your audience’s needs, pain points, and preferences. Whether it’s their past purchases, browsing behaviour, or interaction history, this data enables you to craft messages that feel truly tailored.

Start by tracking behavioural data (like which emails they open, which products they click on) and combining that with demographic data (age, job title, location). 

Consolidate this data using CRM tools and analytics platforms, then use it to create personalised, relevant email content.

Segment your audience

One-size-fits-all doesn’t work. People are different, so your emails should reflect that.

Segmentation lets you target specific groups within your audience with messages that speak directly to their needs or interests. 

By segmenting your audience into smaller, more relevant segments, you can deliver highly targeted content that feels personal, increasing engagement and conversion rates.

Segment your audience based on factors like demographics, purchase history, behaviour, or even how they interact with your emails. 

For example, segment customers who have purchased before from those who are still in the discovery phase, and tailor your messaging accordingly.

Create dynamic content and personalise

People want content that resonates with them. Dynamic content lets you send emails that change based on a recipient’s data and preferences.

With dynamic content, you send emails that feel relevant in real time. Whether it’s personalised product recommendations, location-based offers, or tailored messaging, dynamic content increases engagement by aligning with what matters most to each recipient.

Use email marketing platforms that allow you to insert dynamic elements – such as product recommendations based on browsing behaviour or location-based offers. 

Set up conditional logic that changes the content of the email depending on the recipient’s profile.

Send triggered emails

Timing is everything. Triggered emails are sent based on a specific action or event, making them more relevant and timely.

These emails are driven by customer actions, such as cart abandonment, a recent purchase, or even a special event like a birthday. Because they’re triggered by something the recipient did (or didn’t do), they’re more likely to be opened, read, and acted upon.

Set up email triggers that respond to customer actions. For example, if someone abandons their shopping cart, send a reminder email with a relevant product offer. Or if they make a purchase, send a follow-up email suggesting complementary products.

Personalise timing and frequency

The right message at the wrong time won’t get the results you want. Personalising when and how often you send emails helps you avoid overwhelming your audience while also ensuring your emails hit when they’re most likely to engage.

By personalising the timing and frequency, you ensure that your emails arrive when your audience is most receptive. 

Overloading them with messages can be a turn-off, but sending an email at the right time increases the chances of engagement. 

Use data to determine the best times to send emails based on user activity patterns. You might discover that your audience engages more in the morning or on weekends. 

Combine this with frequency controls to prevent email fatigue and maintain consistent engagement.

Localise and contextualise content

People want to feel like you understand their context. Localising and contextualising content makes your emails more relevant by aligning with the recipient’s location, culture, or even current events.

Localisation increases the relevance of your message, whether it’s offering location-based deals or acknowledging regional holidays. 

Contextualisation makes your message feel timely and sensitive to the recipient’s journey or what they’re dealing with right now.

Leverage geographic and behavioural data to tailor your emails. For example, mention local events, use regional language or dialects, or adjust offers based on the recipient’s time zone. 

If you know a prospect is experiencing a specific pain point, explain how your product can solve it in the context of their current situation.

Offer product and content recommendations

No one likes irrelevant suggestions. Personalising content and product recommendations ensures that your emails always deliver something of value to the recipient, increasing engagement and driving sales.

By recommending products or content based on past interactions or preferences, you show that you’re paying attention to what matters to the recipient. 

This kind of personalisation drives higher conversion rates, as customers are more likely to purchase when the offer feels relevant.

Use data like previous purchases, browsing history, and engagement with past content to make smart recommendations. For example, after a customer buys a pair of shoes, recommend matching accessories or other styles they might like. 

Make sure the recommendations are relevant and specific to the recipient’s needs.

Use AI to refine messaging

AI isn’t about taking shortcuts. It’s about creating smarter, more relevant communication at scale. Used strategically, AI helps you analyse customer data, spot behavioural patterns, and generate tailored email variations at scale that you can test and refine over time.

At Sopro, generative AI messaging goes a step further. Instead of just dropping personal details into a template, our system builds unique, fully-formed emails based on your brand voice, campaign brief, and live data points about each recipient. A specialist then reviews every message, ensuring it feels natural, authentic, and aligned with your strategy.

Crucially, AI doesn’t remove the human element. The best results come when marketers combine AI-driven insights with human judgement and brand expertise. This ensures that every message not only feels personal but also stays authentic and aligned with your voice.

Continuously test and optimise

Personalisation isn’t a one-time thing – it’s a process of constant improvement. Optimising and testing let you refine your strategies, keeping your emails fresh and relevant.

Continuous testing ensures you’re always improving your personalisation efforts. By testing subject lines, content, CTAs, and more, you can discover what resonates best with your audience and adjust accordingly. 

Optimisation leads to higher engagement, better customer satisfaction, and more conversions.

So set up A/B tests to experiment with different elements of your emails. Test subject lines, images, content, and CTAs to see what works best. Use the data from these tests to refine your approach, ensuring that each email you send is better than the last.

→ Read our blog to explore 54 amazing email marketing statistics and facts to refine your strategy. 

Which parts of an email should you personalise?

When it comes to email personalisation, it’s not just about slapping a name in the subject line and calling it a day. 

It’s about strategically personalising key elements that capture attention and drive engagement to make your emails stand out and resonate. Here’s where you should focus your efforts:

1. Subject line

The subject line is your first (and often only) chance to grab attention. Personalising it with the recipient’s name, company, or a specific reference to their industry can significantly boost open rates. But remember, it has to feel natural.

2. Greeting

Gone are the days of “Dear Sir/Madam.” A personal greeting, using the recipient’s first name, instantly creates a more welcoming tone. But don’t just stop there – make sure it’s tailored to the person you’re addressing. 

If you know their role or title, weave that in to make the greeting feel more specific. Consider cultural context, too. For example, a more formal greeting is often expected in countries like Germany, especially in early conversations. Meanwhile, a first-name basis might be standard in the US or UK.

Understanding how your recipients prefer to be addressed, based on region, industry, or seniority, can set the tone for a more effective and respectful exchange.

3. Opening line

Start your email with something relevant to the recipient. Mentioning something specific about their company or their work not only shows you’ve done your homework, but it also demonstrates genuine interest.

4. Value proposition

Tailor your value proposition based on what you know about their needs or challenges. If you’ve segmented your audience well, you’ll know exactly what problems they’re facing.

5. Call to action (CTA)

Your CTA should feel relevant and easy to act on. Instead of a generic “Let me know if you’re interested,” personalise it by suggesting a specific time for a call or offering something that speaks directly to their business.

6. Closing line

The closing should tie everything together in a way that reinforces the relationship. A personal sign-off, such as “Looking forward to hearing your thoughts” and your first name, shows warmth without being overfamiliar.

Remember: It’s not about throwing personalisation everywhere, it’s about focusing on the parts of the email that matter most.

Personalising the subject line, greeting, and value proposition will have the biggest impact. If done strategically, even small touches can make your email feel tailored and relevant, increasing your chances of getting a response.

Cold email personalisation best practices

Cold emails get a bad rap. And rightly so if you’re doing it badly – most are robotic, irrelevant, and immediately deleted. But personalisation can flip that script. Here’s how:

Avoid jargon

No one wants to read a cold email full of jargon and buzzwords. Unless you’re emailing a fellow marketing exec, nobody cares about “synergising cross-functional paradigms” or “leveraging scalable solutions”.

Keep your language simple, clear, and relatable. Remember, you’re talking to another person, not a robot.

Jargon makes your email sound corporate, stiff, and impersonal. It’s a surefire way to get ignored. When you keep things human, you’re more likely to spark genuine interest.

Ditch the industry-speak and talk like you would to a colleague. If you wouldn’t say it in a conversation, don’t write it in your email. Instead of “streamlining your operational efficiency,” try “helping you get things done faster and easier.”

Keep it natural

Sure, personalisation is key, but don’t go overboard. If you drop too many personalisation points in an email, it’ll feel forced, not personal. The classic mistake? Mentioning so many specifics that your email comes across as creepy rather than thoughtful.

Over-personalisation is like trying too hard to impress – it feels awkward. You want your emails to sound genuine, not like a string of random facts strung together for effect.

Stick to a couple of well-chosen personalisation points. First name, company, a relevant reference or challenge – that’s enough.

 If you’re trying to drop in job titles or obscure details that don’t feel natural, just don’t. Less is more.

Show your research

If you’re sending a cold email, you’d better have done some research first. Mention something specific about the person’s role, company, or recent achievement. 

Not only does it show you’re not spamming every inbox under the sun, but it also demonstrates that you’re genuinely interested.

Cold emails that don’t show any effort come across as lazy – and no one’s going to engage with laziness. When you show you’ve done your research, it signals that you value the recipient’s time and want to offer something relevant.

Mention a recent company milestone, a recent post they’ve shared, or a challenge you know their industry is facing. Just make sure it’s relevant to them – not a generic line that could apply to anyone.

Share relevant testimonials. Tailor your social proof. Let’s be honest, a CEO of a SaaS company probably doesn’t care what you did for a dog groomer. Use examples that match the reader’s industry or challenge.

Speak their language

Sharing relevant success stories or case studies builds credibility. But don’t just share any success story – make sure it resonates with the person you’re emailing. 

Use stories from companies in the same industry, facing similar challenges. This shows you get it, and you’ve helped businesses just like theirs succeed.

Case studies aren’t just proof points – they’re relatable examples of how you’ve helped someone in a similar position. Relevance is key here. A success story tailored to their world shows you understand their pain points and have real-world solutions.

Use success stories that directly address the prospect’s challenges. For example: “We helped a SaaS company boost lead gen by 30% – I believe we could achieve something similar for [Company].”

Make taking the next step easy

The ultimate goal of a cold email isn’t to score a sale right off the bat – it’s to start a conversation. So, ask for a call. Don’t leave it hanging or make the prospect guess what you want from them. 

Be specific about what you’re asking for, and don’t make it hard to take the next step.

A clear, direct CTA makes it easy for the recipient to act. If you don’t ask for a call, you’ll likely just get ignored or left on read. People need direction, and your CTA gives it to them.

Propose a specific time for a call, e.g. “Are you free at 2 p.m. tomorrow to chat about how we can help you with [specific challenge]?” or “How about a quick 15-minute call next week? I can share how we helped [similar company].”

Basically, make it easy, quick, and low-pressure.

→ Explore more about what works and what doesn’t when it comes to emails in our complete guide to mastering cold emails. 

The 30/30/40 rule: How to use it for cold emails

When sending cold emails, there’s a fine balance between personalisation and getting straight to the point.

The 30/30/40 rule is your roadmap for ensuring your cold emails are both personalised and impactful without going overboard.

30%: Crafting a personalised opening

The first 30% of your cold email should focus on making a strong, personal connection. It’s not enough to just slap a name and company into the greeting – you need to show you’ve done your homework.

Mention something specific about the recipient, whether it’s a recent project, a shared interest, or even an insight from their website or social media. This is where you set the tone and show you’re not just sending out mass emails.

30%: Providing value

The next 30% is all about giving your prospect something of value. This could be a useful piece of information, a solution to a problem you know they’re facing, or an offer they can’t ignore.

The idea is to make them think, “That’s interesting. I want to know more.” Don’t just pitch your product or service – show how it can benefit them in a real, tangible way.

40%: A clear and compelling CTA

Finally, the last 40% of your cold email should focus on the CTA. This is where you guide the recipient to the next step. 

Keep it clear, straightforward, and easy to act on, whether it’s scheduling a call, replying for more information, or checking out a resource. The key is to make it low-pressure, but strong enough to prompt action.

Avoid generic lines like “Let me know if you’re interested.” Instead, try something more specific, like “Are you available for a quick call on Wednesday to discuss how we can help you achieve X?”. 

How to use email personalisation in cold and warm campaigns

Sopro’s approach to personalised cold email uses clever tech to make outreach feel warm. We enrich data, write human messages, and build every email to start a conversation, not close a deal.

Our emails drive meetings. Because they feel like they were written by a person who gets your business, not a bot that scraped LinkedIn.

Email personalisation examples that actually work

Need some inspiration? Try these real-world email personalisation tactics:

1. Name and role personalisation

Subject Line: Quick question, [First Name]

“As a fellow Hubspot user and [job title] over at [Company], we get the [specific challenge] you face, because we’ve faced it too!

“We’ve helped other companies like yours in the [industry]and thought you might be up for a chat about how we could help you as well? Would you be open to a quick 15 minute conversation next week? I’d  love to share the secret of our success.”

This method uses the recipient’s name and job title to make the email more personal. Mentioning their role ties the email’s content directly to something relevant to their day-to-day responsibilities. 

What’s more, including references to the technologies they’re already using makes it far easier to tailor messaging to their operational frustrations.

2. Research-based personalisation

Subject Line: Congrats on the recent [Company Achievement]!

“I saw that [Company] just [mention specific achievement, like a new product launch or milestone]. That’s fantastic! At [Your Company], we’ve worked with several brands in [industry] and have helped them [solve a relevant problem].

“I think we could help you with [specific challenges related to the achievement]. Would you be open to a quick call next week to explore how we might support your efforts?”

Sending this email shows you’re paying attention to their company’s activity, which makes it more relevant and timely.

By congratulating them on a recent achievement, you’re building rapport and opening the door to a conversation.

3. Contextualised personalisation

Subject Line: Your latest article on [Topic] was insightful

“I came across your article on [topic] in [publication or blog], and I really enjoyed your perspective on [specific point they made].

“It aligns closely with what we’re seeing in the industry, and I thought it might be worth exploring how we can help [Company] achieve even more in this area.

“Would you have 10 minutes for a quick call to discuss? I think you’ll find our insights on [related subject] valuable.”

Personalising messages with context shows you’re genuinely interested in what they’re doing. 

It not only acknowledges their expertise but positions you as someone who can add value, making the outreach feel more like a conversation.

4. Pain point personalisation

Subject Line: Tackling [specific challenge] at [Company]

“I noticed that many companies in [industry] are struggling with [specific challenges]. Given your role as [Job Title] at [Company], I thought you might be facing similar issues.

“At [Your Company], we’ve worked with [similar company] to [solve the problem]. I’d love to chat and show you how we could help you overcome this challenge, too.

“Are you free for a 15-minute call this week?”

This email addresses a pain point directly, acknowledging a challenge the recipient may face and offering a potential solution. 

Personalising it with the recipient’s role and industry makes it even more relevant.

5. Recommendations based on Behaviour

Subject Line: Thought you might like this [Product/Service] for [Company]

“I saw that you recently checked out [Product/Service] on our website. Many of our clients in [industry] have had great success with it, particularly with [specific feature]. Given your role at [Company], I think it could be a great fit for [specific challenge or need].

“If you’re interested, I’d be happy to give you a quick demo or answer any questions you might have. Let me know what works best for you!”

This example leverages behavioural data, such as the fact that the recipient checked out a product. 

It personalises the email by recommending a product based on their activity, making the offer more relevant and timely.

6. Milestone personalisation

Subject Line: Happy Anniversary, [First Name]!

“I saw that you just celebrated [Company]’s [X] anniversary – congratulations! As a company that also focuses on [relevant fields], I thought it might be interesting to explore how we’ve helped businesses like yours build long-term success.

“If you have a few minutes this week, I’d love to discuss how we can support [Company] as you continue to grow.”

Everyone likes to feel recognised for their milestones, and acknowledging a company’s anniversary or another key event is a great way to build rapport. 

This type of personalisation shows you’re paying attention to their journey and can help them in the next stage of their growth.

Look for tools that integrate well with your existing stack and give you control over dynamic content, segmentation, and automation.

7. Growth personalisation

Subject line: Saw your team is growing at [Company], [First Name]… 

“Congrats on the recent headcount growth at [Company]. I noticed you’ve added [X new roles / expanded into Y department]. That’s a great sign of momentum.

“From our experience, rapid team expansion often brings new challenges around [specific pain point, e.g., onboarding, process efficiency, managing increased workload]. At [Your Company], we’ve helped fast-growing teams put the right solutions in place so growth feels like an opportunity, not a strain.

“Would you be available for a quick 15-minute call next week? I’d love to share how we can help support your team as it continues to scale.”

This example taps into recent expansion news, which often signals a business’s need for new solutions to help it operate at new levels. 

→ Looking for more advice? We have it by the inboxful. Win more business with these 23 strategies for email marketing lead generation. 

Expert Q&A: Email marketing personalisation

What are the most effective ways to personalise subject lines at scale?

Personalising subject lines at scale isn’t just about adding a first name and calling it a day. It’s about making your email stand out in a crowded inbox and grabbing attention without sounding like boring, generic emails.

Here’s how you do it:

• Use dynamic data → Insert things like the recipient’s name, company, industry, or even their recent actions (like viewing a specific product) into the subject line. It’s all about making it feel like the email was created just for them.
• Trigger emails based on actions → Use behavioural data to create subject lines that align with their recent actions. This shows you’re paying attention, not just blasting out emails.
• Use location-specific or time-sensitive offers → If you have geographic data or know when a customer’s birthday is coming up, use it to your advantage.
• Keep it short and sweet → Avoid fluff and focus on what the recipient cares about.

What common mistakes should you avoid to keep personalisation authentic?

Email marketing personalisation is good, but there is a risk of overdoing it. When you’re tailoring your personalised messages, remember these tips to avoid overdoing it.

• Don’t be too familiar → Overusing names or acting like a close friend can feel creepy.
• Don’t be generic → “Personalised” emails that read like templates kill trust fast.
• Don’t be too formal → Stuffy, corporate language stops you sounding human.
• Don’t overload the personalisation fields → Too many names, titles, or details scream “automation.”
• Don’t rely too heavily on automation → If every email feels the same, it won’t feel personal.
• Don’t be too salesy too soon → Pushy pitches before building rapport turn people off.

When it comes to authenticity, personalisation is all about showing recipients you care and that you’ve taken the time to learn about them, their needs, and what they engage with.

Be strategic, don’t be robotic, and keep the conversation natural and relevant to them.

Another thing you can do is review the marketing emails you get. Look at what works for and what doesn’t, and incorporate this into your personalised messages.

Personalisation isn’t optional anymore

If you’re still sending generic, cookie-cutter emails, it’s time to rethink your email marketing strategy. Because your audience expects better, and your results depend on it.

The good news? Personalisation isn’t rocket science. With the right data, tools, and tactics, you can create personalised email campaigns that engage, convert, and scale.

And if you’re stuck? That’s what we’re here for.

At Sopro, we’re a B2B email marketing agency that specialises in messaging powered by the latest tools, AI tech, and human creativity. 

From data-driven prospecting to smart automation and real engagement, we’ll help you connect with the people who matter.
Book a demo to get growing.