Does receiving generic marketing emails leave you cold?

We get it. After all, who wants to receive an email from a company they like telling them all about stuff they don’t like? Rhetorical question, but the answer has got to be very few, if anyone.

An even bigger turn-off is when the email starts with ‘Dear Customer’. They can’t even be bothered to use your name. It’s actually number 3 in ‘How to Lose a Customer’’ rule book. (This is the rule book we’ve created here at mmunic btw. If you’d like a copy just drop us an email to t.carnall@mmunic.co.uk)

Now compare that to an email that starts with your name and talks about something you're actually interested in. It’s a big difference—and that’s exactly what personalisation and segmentation are all about in email marketing.

Put simply, personalisation means making your emails feel more personal to the person receiving them. Segmentation is about dividing your audience into groups based on certain characteristics—like age, interests, or past behaviour—so you can send the right message to the right people.

And the numbers back this up: according to a study by Campaign Monitor, emails with personalised subject lines are 26% more likely to be opened. Another report from HubSpot found that marketers who use segmented campaigns see as much as a 760% increase in revenue.

How does personalisation work?

Let’s say you run an online pet store. If you know a customer has a dog, they don’t want to receive emails about cat food. Instead, you could send them a discount on dog toys or tips for caring for their breed. That’s personalisation—using what you know about a person to make your message more relevant.

Using a first name increases the chances of your email being opened by a whopping 29%. Include further personalisation in the email itself and your click rate continues to increase. How does segmentation help?

Imagine you have a list of 10,000 subscribers. Some are new customers, some are long-time buyers, and some haven’t purchased in a while. If you send the same email to all of them, it might only feel relevant to a few. But if you split your list into segments—say, new customers, loyal customers, and inactive ones—you can send different messages that make more sense for each group.

For example:

New customers might get a welcome email with a discount code. (This is a great one to start creating customer loyalty.)

Loyal customers might get early access to a new product, advance notice of a sale, or special offers

Inactive customers could get a reminder of how they need your product or service in their lives and special offers to bring them back.

With better open rates, higher click through rates and reduced unsubscribes, using personalisation and segmentation is a no-brainer, right?

At mmunic, we LOVE this stuff and we’re always on hand to help our customers make the most of their data. So if you’re looking for an email marketing company that can really help. Look no further!

Teresa Carnall, mmunic www.mmunic.co.uk simply, personalisation means making your emails feel more personal to the person receiving them. Segmentation is about dividing your audience into groups based on certain characteristics—like age, interests, or past behaviour—so you can send the right message to the right people.