The Importance of Personalisation in B2B Email Marketing: How to Stand Out in a Crowded Inbox

Personalisation in B2B email marketing is crucial for standing out in a crowded inbox.​

With so many businesses vying for the attention of potential customers, it can be difficult to make your emails stand out.​

However, by using personalisation techniques, you can increase the chances that your emails will be opened, read, and acted upon.

Personalisation in email marketing can take many forms, from using the recipient’s name in the subject line, to segmenting your email list based on demographics or behaviour. One of the most effective ways to personalise your emails is to segment your email list based on the recipient’s job title or industry. This allows you to tailor your messaging to the specific needs and interests of your target audience.

The Power of Personalisation

Personalisation is a powerful tool in B2B email marketing, and it can make a significant impact on the success of your campaigns. According to a recent study, personalised emails have an average open rate of 29%, compared to a 22% open rate for non-personalised emails. personalised emails also have a higher click-through rate and a higher conversion rate.

By using personalisation techniques in your B2B emails, you can build stronger relationships with your prospects and customers. By showing that you understand their needs and interests, you can establish trust and credibility, and position yourself as a valuable partner.

Understanding Your Target Audience

Effective personalisation begins with a deep understanding of your target audience. This includes not only their job titles and industries, but also their pain points, challenges, and goals. By understanding what motivates your prospects and customers, you can create messages that resonate with them on a personal level.

One way to gain insight into your target audience is to conduct market research. This can include surveys, interviews, and focus groups, as well as analysing data from your website and social media channels. By gathering this information, you can segment your email list and create personalised messages that speak directly to the needs of each group.

Crafting Personalised Email Content

Crafting personalised email content that resonates with your prospects is essential for the success of your B2B email marketing campaigns. This includes not only the message itself but also the tone, style, and format of the email.

To create personalised email content, you need to focus on the needs and interests of your target audience. This means using language and messaging that speaks directly to your prospects, and that is tailored to their specific needs and interests.

man using laptop to optimise personalisation of campaigns

Best Practices

When implementing personalisation in your email campaigns, there are some best practices to keep in mind. These include:

  • Segment your email list based on job title, industry, behaviour and other relevant filters
  • Use dynamic content to personalise your message
  • Use email triggers to send automated messages based on specific actions or events
  • Focus on the design and layout of your emails, including using clear and consistent branding and visual elements
  • Use metrics to track and measure the effectiveness of your campaigns

One best practice to follow is to ensure that your personalisation efforts are relevant and respectful. While personalisation can help you connect with your audience, it’s important to avoid going too far and making your audience feel uncomfortable. For example, using overly familiar language or referencing personal details that are not relevant to the email’s purpose can come across as invasive or creepy.

Another best practice is to regularly update and maintain your customer data. Outdated or inaccurate data can lead to emails that are off-target or irrelevant, which can harm your engagement and conversion rates. Regularly auditing your customer data can help you ensure that your personalisation efforts are accurate and effective.

By following these best practices, you can create personalised email marketing campaigns that stand out in a crowded inbox and deliver results.

Measuring Success

Measuring the success of your personalised email campaigns is essential for optimising your efforts and achieving your marketing goals. This includes tracking metrics such as open rates, click-through rates, conversion rates, and revenue generated.

By analysing these metrics, you can gain insight into what is working and what is not, and make adjustments to your campaigns as needed. For example, if you see that your open rates are low, you may need to adjust your subject lines or improve the timing of your emails.

Common Pitfalls

While personalisation can be a powerful tool in B2B email marketing, there are also some common pitfalls to avoid. These include:

  • Over personalisation – which can come across as invasive or creepy
  • Lack of personalisation – which can lead to lower engagement and conversion rates
  • Inaccurate or outdated data – which can lead to messages that are irrelevant or off-target
  • Lack of testing and optimization – which can prevent you from achieving your marketing goals

By avoiding these pitfalls and focusing on best practices, you can create personalised B2B email campaigns that are effective and well-received by your audience.

person using laptop with team to work on campaign personalisation


In conclusion, personalisation is crucial for standing out in a crowded inbox. By using personalisation techniques such as segmentation, dynamic content, and email triggers, you can increase the chances that your emails will be opened, read, and acted upon. Additionally, focusing on the design and layout of your emails, as well as tracking and measuring campaign performance, can help to optimise your personalisation efforts and drive better results.

If you would like to learn more about how we implement personalisation in our email marketing campaigns, get in touch today. We have a wealth of experience in this field and our services have helped many businesses, across a variety of industries, increase their sales and revenue through email marketing. Contact our team today to learn more about our email lead generation services.

About the Author

Other Posts