Email personalisation has proven to be a powerful tool to improve communication with recipients and significantly increase the impact of messages. Managers in particular are increasingly using personalised email techniques to take their internal and external leadership to the next level. Engagement, trust and loyalty can be sustainably strengthened through a targeted, personalised approach.
How email personalisation supports managers in their communication
In today's world, which is characterised by a diversity of information, recipients are less willing to pay attention to generic messages. High-level leadership therefore requires that the dialogue with employees, partners and customers is tailored to the individual. This is where the value of email personalisation becomes clear.
A good example is the personalised approach within internal communication. A team leader at a medium-sized software company sends emails to individual team members with specific success figures and personalised target reminders. This makes everyone feel picked up on and more motivated. This visibly increases team performance and improves cohesion.
The benefits are also great in sales: a sales manager in the consumer goods industry uses personalised emails to take customer data and purchase histories into account. This enables him to tailor offers precisely to the customer's current situation and increase the closing rate. Feedback shows that customers appreciate the personalised support and are more willing to place follow-up orders.
Last but not least, managers in project management benefit: a project manager in the automotive supply industry informs stakeholders by means of personalised updates in line with their role and the relevant milestones. This reduces information overload and avoids misunderstandings. This makes project communication more efficient and targeted.
Practical tips for using email personalisation in day-to-day management
If you want to implement email personalisation in a meaningful way, you should consider the following approaches:
Firstly, careful segmentation of the recipient list is essential. Managers could filter their contacts according to departments, functions or individual interests. In an international financial company, for example, separate mailings were created for marketing, sales and support, which led to significantly higher interaction rates.
It is also worth using dynamic content. For example, a car manufacturer can integrate personalised service information and product recommendations in its newsletters that are based on previous customer contact. This contributes significantly to positive perception and loyalty.
Managers should also focus on meaningful subject lines that communicate the individual added value. A communications manager in the healthcare sector reports that such lines increase the open rate by up to 25 % because the recipients have the feeling that the email was written especially for them.
Last but not least, the integration of feedback elements, such as short surveys or direct queries, can deepen the relationship. One example is an educational institution that uses personalised emails to combine enquiries about teaching offers with targeted response options - this creates new, valuable dialogues.
BEST PRACTICE with one customer (name hidden due to NDA contract)
BEST PRACTICE with one customer (name hidden due to NDA contract) The company from the sustainable consumption sector uses targeted email personalisation to inform managers and employees about ongoing change processes. With the help of segmented lists and individual progress updates, everyone involved feels directly addressed and better integrated. This supported the agile transformation and significantly strengthened internal collaboration.
What specific effect does email personalisation have on your management?
Personalised emails generate significantly higher open and click rates. Studies show that personalised subject lines can increase open rates by up to 20 % and click rates by twice as much as non-personalised emails.
As a result, email personalisation sustainably increases recipient engagement, which in management terms means that information is more targeted and effective. This facilitates decision-making processes, increases motivation and supports the development of trusting relationships.
Another benefit is the optimisation of email communication in terms of efficiency and time savings. Managers can anticipate frequently recurring questions with well-segmented and intelligently designed newsletters, making their daily work easier.
This not only strengthens the perception of the manager as approachable and confident, but also promotes the long-term loyalty of employees and customers. In this way, managers gain a clear competitive advantage and create momentum that accompanies sustainable success.
My analysis
Email personalisation goes beyond simply mentioning names and opens up a wide range of opportunities for managers to improve their communication in a targeted manner. It promotes dialogue, creates appreciation and increases the efficiency of information transfer. Those who use this technology systematically not only support the dialogue with employees and customers, but also raise their own leadership quality to a new level.
iROI-Coaching will be happy to support you in projects relating to email personalisation and show you practical ways in which you can design your communication strategy individually and effectively. You will receive impulses that will noticeably strengthen your leadership and enable sustainable results.
Further links from the text above:
Advantages of personalised emails - Adobe Business
Personalisation in email marketing - OMR
How does personalisation work? - Appvizer
Email personalisation: a must - Kameleoon
Why personalise emails? - IM RM
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