Glossary

Email marketing terms

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Personalization

Personalization is when marketers use subscriber data within their email content to make the content feel tailor-made for the individual. It is proven to increase opens rates and drive revenue by as much as 760% because it helps marketers give subscribers more relevant, individualized content. By gathering subscriber data (like a first name) and segmenting subscribers into more detailed lists, marketers are using this tactic to step away from mass messaging and to instead make their subscribers feel like VIPs.

Example

By adding a subscriber’s first name to the subject line of their emails, Topshop leverages personalization to make their email marketing feel more customized to the individual.

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