Why Personalization Is the Key to Better Email Engagement

Digital Marketing / September 10, 2025

If there’s one thing I’ve learned from working in email marketing, it’s this: people don’t want to feel like just another name on a list. They want to feel seen.

That’s where personalization comes in. Not just adding a first name to a subject line, but creating emails that feel like they were written just for them. When done right, personalized email marketing builds trust, drives action, and keeps your audience coming back for more.

Making Email Feel Like Real-Life Service

Think about the last time you walked into your favourite local shop. The staff probably greeted you by name, remembered your preferences, and maybe even asked how your dog was doing. That kind of thoughtful, tailored experience is what we aim to recreate in email.

With the right data and tools, we can adapt our email content based on what someone has bought, browsed, or even hinted at needing (like a birthday gift or a refill). It’s about starting a conversation, not sending a broadcast.

Personalization Strategies I Swear By

Here are a few personalization strategies in email marketing that we use at Bloom, and that make a real difference:

1. Conditional Splits in Flows

Not all subscribers are at the same stage or have the same needs. With conditional splits, we can send totally different messages to:

• New vs. returning customers
• B2B vs. B2C contacts
• English vs. French-speaking audiences
• People who’ve shopped recently vs. those we haven’t seen in a while
  

It keeps the message relevant and respectful of where people are in their journey.

2. Dynamic Tags That Add a Human Touch

Dynamic fields let us do more than say “Hi, [First Name].” We can call out a customer’s city, their loyalty point balance, or their favourite store. We’ve even sent campaigns that include a pet’s name, and yes, people love that.

KLAVIYO EXAMPLES

Dynamic Tags	Output
{{ first_name }}	Recipient’s first name
{{ person.organization }}	Recipient’s organization
{{ person.City }}	Recipient’s city
{{ person.ViewedItems }}	Recipient’s recently viewed items
Custom Dynamic Tags	Output
{{ person.property_name }}	A profile personalization tag that pulls data from a recipient’s profile. For example, {{ person.Birthday }} will display the birthday stored in their account, but you can use this format for any property.
{{ person|lookup:’property name’ }}	A profile personalization tag used when a property contains spaces or special characters. For example, {{ person|lookup:’Favorite Color’ }} will display the favorite color saved in a recipient’s profile.

Don’t forget! The default filter adds a backup value when some info is missing. For example, if a recipient’s city or favourite colour isn’t saved in their Klaviyo profile, it might show “your area” or “something bright” instead. 

{{ person.City|default:’your area’ }}
{{ person|lookup:’Favorite Color’|default:’something bright’ }}

These little details go a long way. They show that we’re paying attention.

3. Product Blocks That Actually Matter

Ever get an email that recommends something you just bought? Yeah, not ideal.
Instead, we use dynamic product recommendations based on:

• Recently viewed items
• Cart activity
• Past purchases or browsing behaviour
  

You can also build your own dynamic blocks to spotlight what matters most for your brand. Think best sellers, new arrivals, or seasonal highlights. Within Klaviyo, you can pull these in automatically so every customer sees up-to-date products without you having to swap them out manually. It’s a simple way to keep emails fresh, while still staying engaging.

It makes the content feel instantly more relevant, and usually leads to more clicks and conversions.

What It Changes (For Real)

Let’s talk numbers. The benefits of personalized email marketing show up pretty clearly when you start measuring:

• Higher engagement: better open, click-through, and conversion rates, since people see products, offers, and content that match their interests.
• Fewer unsubscribes and spam reports: when emails feel tailored instead of generic, people stay on your list because your messages actually bring value.
• Stronger loyalty: over time, consistent personalization builds trust. Customers come to expect that your emails will be useful, which keeps them opening, clicking, and buying.
• More revenue per email: personalization doesn’t just make emails nicer—it directly ties to higher average order value and repeat purchases.

People First, Always

At the end of the day, personalization isn’t about tech. It’s about people.
It’s about making every customer feel like more than just an inbox.

So, whether you’re a big brand or a growing shop, my advice is simple: start small, stay thoughtful, and keep it human. Because when your emails feel personal, they get noticed. And they get results.

If you have questions or need expert help, don’t hesitate to contact us.