personalization

For basically my entire career doing email marketing (which has spanned well over a decade 😮) I’ve been using a particular personalization feature.

You’ve probably been on the receiving end of it so many times that maybe you don't even notice it anymore.

It's when you receive a mass email - like this one - that you know isn't just going out to you, and yet your name is automagically in it.

(Like this, Reader)

But after Sarah Santacroce interviewed me on her Humane Marketing podcast in February, I stopped using it.

I already had kind of a love-hate relationship with it. If someone enters their name in ALL CAPS, or includes their full name, or even just initials, it can look...awkward.

(Plus in Kit’s Creator Network it shows up as Reader, which is just way off brand for me.)

But what Sarah shared that really stuck with me is how it can feel a little deceptive. Like you're trying to pretending to write to one person when we all know we're not.

And once I heard that... I couldn’t un-hear it.

Cause let's be real. This email isn't going out just to you, even if I use that feature to make it look like it's addressed to you, Reader.

So I stopped. Cold turkey.

And honestly? I don’t miss it. (And if my email engagement is any indication, you don’t either!)

But the thing is, personalization in emails isn’t just using the first name feature.

Personalization is about using automation tools to meet your subscribers where they’re at.

For example:

• Letting subscribers snooze emails or opt out of promotions (without unsubscribing entirely)
• Making sure current clients/students don’t get pitched things they’ve already bought
• Customizing what someone sees based on how they self-identify
• Delivering products without throwing them into irrelevant promo sequences

(And of course, doing it in a way that fits your capacity. We’re not here to make things more complicated.)

If your current setup isn’t quite delivering that kind of human-first, consent-based experience, let’s fix that dur.

In a Power Hour, we can tackle 1–3 things like:

• Building or troubleshooting an automation
• Tweaking conditional messaging based on tags & custom fields (Kit's Liquid feature is SO handy for this)
• Customizing your opt-ins to collect useful info from subscribers up front

You’ll walk away with a more streamlined, values-aligned system that works for you and with your subscribers.

I’m only opening a few Power Hour spots in May.

If you’ve been meaning to figure out your email setup, now’s the time.

​Book your Power Hour.

Take it one step at a time,
Bev

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