I’ve worked with ecommerce clients for a while. And there’s a heck of a lot of emphasis on personalization nowadays.

A lot of it is around using data to try and sell people things they’re more likely to buy.

Companies want to show off how they’re considering a person’s specific needs…

“No, you’re NOT just a number to us.”

They use personalization because it does work. It can lead to happier customers. And more sales.

But there’s a million ways to do it.

Including simply using people’s names when you address them. Or sending a “happy birthday” email with a discount code, when it’s that time of the year.

But, in my email world, I usually ditch email personalizations. Like greeting people by name.

I think it’s overrated. At least for the kind of email list I’m growing.

Simply because people who communicate regularly can just drop the formalities. And get on with relating as REAL people do.

So there’s no, “Hey FIRSTNAME” or “FIRSTNAME!! Guess what?!?…” or whatever at the start of my daily emails.

Why get formal? YOU know who’s emailing you. And I know who’s replying when you reply.

Plus, I can just get into what the email’s about faster. And it allows readers to get their teeth into engaging with the email quicker.

Saves us both time. Especially when it’s a DAILY email.

It’s not to say I don’t use personal greetings. Or use segments. Like “customer” or “non-customer.” To help organize groups of subscribers. And send personalized messages to those groups.

I just tend to keep the personal salutations to a minimum.

It’s more likely I’ll use them when I’m actually emailing you personally. As opposed to an email broadcast.

Although, I do tend to include them more in my automations. Like product fulfilment emails.

Ditching email personalization is just one way I make things a little smoother and simpler in my business.

MORE important than mucking around with personalizing each email using merge fields for names is simply…

SHOWING UP

This is “Key 5” in my new guide, Low Stress Relationship-Building Using Email.

The “friendly familiarity” created by showing up regularly in your subscribers’ inboxes pays off with stronger relationships. That helps foster superfans.

And in combination with sending great emails. You’ll find your superfans opening your emails because they’re from YOU. EVEN IF you have a “bad subject-line day!”