If you are just starting out in marketing or email copywriting, you have probably heard the advice: “Personalize your messages! Use their name! It builds trust!”
But here is the truth: writing a “Hi [First Name]” into an email is not influencing users anymore. In fact, your user is rolling their eyes at it. Why? Because everyone is doing it. Let’s talk about why old-school personalization is dead—and what actually works today.
Why Email Copywriting Personalization is Dead (And What Actually Works in 2025)
Why “Personalization” Feels Fake Now
Imagine getting 10 emails a day that all start with “Hey [Your Name]!”—but the rest of the message is generic, irrelevant, or straight-up salesy. You will tune out, right? That’s the problem.
Using Basic personalization (like name or location) has become a checkbox, not building connection between you and user. Here’s why it’s lost its magic:
- It’s Overused: Everyone from your dentist to your grocery store is “personalizing” messages with names. It is noise now.
- It’s Superficial: Knowing their name doesn’t mean you know them. Customers want to feel understood, not just you “tagged” him/her.
- Tech Does the Heavy Lifting: Tools auto-fill names and demographics, making it feel robotic—not human.
What Works in Email Copywriting Instead? 4 Strategies That Actually Engage
Forget using “Dear [First Name].” Here’s how to make your audience feel seen in 2025:
Behavioral Targeting: Speak to Their Actions
People like to see what you care about them. Their behavior. Did they abandon a cart? Watch a demo video? Download a guide? Use that data to send hyper-relevant follow-ups.
Example: “We noticed you left these hiking boots in your cart! Here’s 15% off if you complete your purchase by Friday.”
Dynamic Content: Show Them What They Want
Use tools to automatically customize emails based on real-time data. Like:
- Product recommendations based on their past purchases.
- Local event invites based on their city.
- Weather-specific offers (e.g., umbrellas if it’s raining in their area).
This feels like you’re reading their mind—without creepy vibes.
Segment Like a Pro (Beyond Age/Gender)
Forget splitting audiences by basic demographics. Go deeper:
- Interest-based: Group people by their hobbies or content they have engaged with previously.
- Lifecycle stage: Are they new subscribers? Loyal customers? Lapsed buyers?
- Pain points: What problems are they trying to solve?
You can do this by Surveying your audience or track website behavior to build these segments.
Empathy-Driven Storytelling Email Copywriting
People crave human connections, not robotic messages. Share stories, admit mistakes, or celebrate their wins.
Example: “We messed up last week’s launch—here’s what we learned (and a gift to make it up to you).”
How to Start (Without Overcomplicating)
You don’t need fancy tools or a big budget. Do this
- Track one behavior (e.g., link clicks, page visits) and tailor a follow-up.
- Write one “empathy email” this week—no sales pitch, just value.
- Test dynamic content with a free tool like Mailchimp’s merge tags.
The Bottom Line
Personalization in Email Copywriting isn’t dead—But it’s just evolved. Customers don’t want to be “targeted.” They want to feel like you get them.
Ditch the robotic “Hi [Name]” tricks and focus on what truly matters: relevance, empathy, and value.
Ready to try these strategies? Start small, track your results, and tweak as you go. And hey, reply to this post if you get stuck—I’ve got your back. 😊
Want a free checklist for implementing these tips? Drop a “YES” below, and I’ll send it your way!
