Any organisation familiar with email marketing has heard the benefits of relevancy and personalisation: stronger customer and prospect relationships, higher email open rates and click-through rates, increased sales and ROI.

Personalisation does not just mean adding somebody’s first name to the salutation of an email and commonly much more information is known and stored about the customer in your CRM database.

Segmentation, targeting and personalisation will define your audience, tone of voice, mediums used and frequency of messages. Delivering the right message at the right time, will help build relevancy and strengthen your customer relationships.

TIP: For a more sophisticated approach to personalisation, try using dynamic content in your email. Learn how to use dynamic content to create emails that produce killer results!