The State of Email Personalization Heading Into 2024

Email personalization isn’t going anywhere. In fact, it’s becoming more important than ever. But the key is not the generic, same old personalization that’s worked in the past. 

Today, email personalization is not just about adding a reader’s name to the subject line. It’s about creating a relevant, engaging, and seamless experience that resonates with the individual needs and preferences of each customer. 

As we close 2023 and look ahead to 2024 (and beyond), here’s where we stand with personalization in email and what trends will pop in the coming years. 

Hyper-Personalization is the New Standard

Generic personalization is quickly becoming a thing of the past. Consumers now expect 1:1 levels of personalization from every email you send. Finding ways to tailor emails to readers’ interests, needs, shopping history, and even location will help you stand out and offer shoppers a better customer experience. 

Imagine sending personalized emails featuring an animated abandoned cart notification with customer ratings and reviews on that product. Plus, the rest of the email highlights the reader’s loyalty points status and offers suggestions on products they’ll love based on shopping history. It’s possible!

Thankfully, hyper-personalization is easy with Zembula. Dynamic content blocks like Smart Banners™ and Smart Blocks™ allow you to pull in customer data to create emails tailored to their interests from top to bottom. From personalized shipping updates to loyalty points, it’s all there.

AI to Drive More Revenue

No, that doesn’t mean having AI create your email copy. Instead, harness AI’s powers to gain insights on consumer behavior and combine it with predictive analytics, helping you refine messages more effectively. This approach, what we like to call performative personalization, allows you to focus on creating content that actually resonates with readers.

This approach targets personalization for revenue optimization. Our AI-powered Campaign Decision Engine chooses the message most likely to drive action and revenue based on customer data and your display parameters. 

Moreover, this entire process is automated. You don’t need to do the heavy lifting, tweaking code, or starting and stopping campaigns. The Campaign Decision Engine automates this process for you, determining the messages most likely to be clicked within milliseconds at the moment of open.

Enhanced Customer Engagement with Personalization

A customer’s relationship with your brand matters more than ever. Engagement is a driving force behind why more brands focus on improving the customer experience and journey. After all, email personalization isn’t only for who the customer is but also for where they are in their journey.

Relevancy also plays a big role in customer engagement. And that’s where advanced personalization can make a difference. Tools like Smart Banners™ help ensure that every email is personalized to the reader with relevant information, helping drive action and engagement. 

Smart Banners™ provide an effective way to take the success of triggered messaging — abandoned cart and browse messages, for example — and bring those over to promotional emails. It adds more personalization and relevancy to promotional and life-cycle emails, bringing visibility to some of your most clicked messages.

Make Your Emails Stand Out in 2024

In the coming years, personalization in email will continue to shift towards more sophisticated, AI-driven, and individualized approaches. Advanced personalization is here to stay, and the brands that use it to tailor hyper-personalized experiences will see success. 

Email personalization is no longer a nice-to-have feature but a must-have, so it’s time to embrace the possibilities. Rather than add more processes and workflows to your current systems, streamline. Add a tool that works with your existing tech stack and makes personalization at scale more manageable and effective than ever.

We’d love to help. Click here to request a demo and experience the power of email personalization.