Email Personalization – Your Guide For 2020


Building a successful email marketing campaign for any business is more important than ever now. Why do we say that? Just because we tweet or spend too much time on Instagram doesn’t mean we disregard emails. It is one channel that has stood the test of time!

A 2015 study by Radicati Group revealed the number of emails sent and received per day is 205 million. And did you know the number of emails sent is expected to grow to 246 billion by the end of 2019?

This clearly shows that “emails” are here to stay. Despite the dominance of social media in the last couple of years, emailing has remained one of the highly effective methods of online marketing in both B2B and B2C spectra.

And after ruling the roost on large computer screens, email marketing has turned fundamental to mobile marketing strategies. There’s no doubt it is one of the strongest channels for ROI and customer acquisition for any business at this point.

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Satisfying the customers is important

As of October 2016, it is easy to say the customers are a demanding lot – irrespective of company, brand or industry.  Their attention span is poorer than a goldfish which means the businesses have to work harder to ensure they are not so easily forgotten.

One way to do is personalization. And this is just not restricted to altering email conversations but also personalizing the overall tone and messaging of the email content as per the customer.

In the last two years, we have seen how every brand has focused on creating its unique voice by not only sharing interactive written content but also introducing the changes in email template designs. Companies such as PayPal, LOFT, Ralph Lauren and JCrew are pioneering examples.

In 2017 specifically, we delved deeper into “automation” – triggered emails that are sent in response to a diverse range of behaviors showcased on email.

Automation suites such as Wigzo have been monumental in providing services such as data mining and predictive analytics backed by machine learning to provide actionable personalized customer insights.

What is 2020 going to be about?

1. No more segmentation: 1:1 marketing

Since the last two years saw an overload of “personalized emails”, 2017 is dedicated to reinventing that “personal touch” that has been absent from many kinds of business interactions till now. 1:1 marketing is also known as “segment of one”.


To foster greater customer loyalty and better returns on marketing investment, it is important to increase the personalization count of the email content – not on a segment level but on an individual basis.

2. Welcome modular templates

As of now, automated emails offer the best solution to engage with customers on a personal level. Why? Because they make the email campaigns more timely and relevant to the subscribers. In this time and age where competition is tough, staying ahead in the game is a challenge.

And with hundreds of thousands of emails spamming email inboxes, connecting with the audience on such a personal level is a must. While the written text stays at one place, it is also important to pay attention to the templates.


Cutting edge designs that are high on responsiveness independent of device and screen size – that can be tweaked and reused – can speed up the daily workflow of any business. Big and bold banners, coupled with engaging text and clear CTAs are instant eye-catchers.

3. Prepare for cross-device marketing

This is insane – an average consumer is now connected through 5 addressable devicesThis means there’s a need to recognize the same consumer 5 times and also track any action he or she might take on any device.


With the increased use of mobile phones and tablets, there is a need for cross-device marketing. Unfortunately, 69% of companies don’t have a cross device communication plan, which is why “engagement” is such a big issue for marketers.

However, there are two things that must always be kept in mind when it comes to streamlining emails across different platforms. They are:

  • Written text should be short and crisp – something that bodes well with all kinds of gadget users.
  • The email design should be highly responsive. Marketers must ensure the template is able to expand, contract or rearrange the tabs as per the size available on a particular device.

In cross-device email marketing, content and accessibility take priority over design-heavy elements which may hamper the viewing of emails. Moreover, it is important to give consistency in terms of not only the content and messaging but also the look and feel of the email.

Otherwise, how else does a marketer plan to promote loyalty and trustworthiness among his or her customers?

This is why Wigzo works

Wigzo’s machine learning technology turns the data into predictive insights and suggests the best engagement channel for your marketing action. It tracks user behavior and understands the content and builds global profiles accordingly.

Moreover, it processes the information to send them right message at the right time, on the right device with personalized notifications and hence, draws engagement.

Want to know more about the product? REQUEST A FREE DEMO.

Atyab Mohammad

Atyab Mohammad

Atyab is the Founder of ZoConvert. A Professional from IIT Delhi, India. He has worked for creating products for companies like Canon. You might find him singing loudly during late hours in his office, which he calls an "Idea Generation Catalyst".

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