Email Personalization Strategies for Marketing Cloud Next
Personalisation strategies for B2B email range from simple name tokens to sophisticated multi-signal content variation. Here is how to choose the right level for each campaign type.
Personalisation is not one thing — it is a spectrum of approaches from basic name tokens to deep multi-signal content variation. Different campaign types deserve different levels of personalisation investment. Applying hyper-personalisation to a monthly newsletter and basic tokens to a high-value outbound sequence are both mistakes.
This guide maps five personalisation levels to their appropriate use cases, data requirements, and expected performance impact.
The Five Personalisation Levels
Level 1: Basic Token Personalisation
What it is: Name and company tokens in the subject line and greeting. Hi {{First Name}}, and occasionally ...at companies like {{Company}}....
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