Email marketing is a fantastic way to reach hundreds, if not thousands, of customers at once. But in a world where customers are tired of mass marketing and broad campaigns, making your emails more personal has become critical for driving sales and long-term loyalty.

So how do you personalise your content without editing each email by hand, which would be meticulous and mentally draining? Here are our quick tips.

Not every customer gives you a first name at sign-up, and not every one gives the right one. But a good majority will, if you're asking. So don't forget this personalisation field when designing your sign-up form and emails. Used in a subject line or at the start of an email, it grabs attention and makes it feel like you're speaking directly to them:

That default catches everyone without a name on file. "There" is the common choice, but a branded default builds even more warmth:

A branded default turns a data gap into a moment of personality.

And don't stop at the greeting. The first name works in body copy and when you're recommending specific products, too:

Klaviyo is brilliant at collecting and storing data, so use it. Say you sell men's, women's and children's clothing. If a customer has only ever bought women's, why send them a men's campaign later on? Careful segmenting makes sure they only get what's relevant:

Want to go further? Segment by the specific type of clothing they buy to really pique their interest.

How you write your copy changes how customers react. Talking at them and to them may only differ slightly in tone, but the results don't. Take a new collection launch:

Even that slight shift pulls the customer into the story, and makes them far more likely to click through.

Personal doesn't mean writing every email by hand. It means every customer feeling like you did.