Simple Hack to Write More Personalized Marketing Emails

28 Apr 2023

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Short advice for marketers: when writing mass email campaigns, compose the message in a personal email client (Gmail/Outlook) addressed to a single named customer/avatar, then copy most of that content into the email service provider (ESP). The approach helps produce more natural, personalized copy for large lists and is presented as a simple hack for teams working at scale.

We work within these email platforms where customers of ours, our clients of ours, have tens of thousands, hundreds of thousands and millions of people. When we're writing within the platform itself, we're thinking about all those people. So what I always recommend to myself and my team is just open up a Gmail window or an Outlook window and put in the name of someone that's on your customer list, whoever that avatar is. So within the Gmail or Outlook window, I would compose the email as if it were just to you. And then I might make a few tweaks later on to make it a little bit more appealing. But for most part, like 90% of what I write within that Gmail window is going to go into the esp, the email provider. So that's a really big hack that I figured out. People try to think about too many people where you want to just write for one.