Despite what some clickbait headlines may have you believe, email marketing isn’t dead. In fact, it’s thriving.
According to Statista, global email users will reach nearly 5 billion by the end of 2027. And unlike fleeting social content or expensive paid ads, email gives you a direct line to your customer—no algorithm needed.
There’s only one problem: inboxes are crowded. To cut through the clutter, personalization isn’t just nice to have—it’s essential.
Here’s how enterprise brands can win with targeted email campaigns that drive opens, clicks, and conversions at scale.
Sections
1. Start with better segmentation
Let’s be clear: “Hi [First Name]!” doesn’t count as personalization anymore.
The real magic starts with segmentation. Break your email list into meaningful groups based on behaviors, preferences, or lifecycle stages. Depending on your business, that might include:
- First-time buyers vs. repeat customers
- Subscribers who clicked on a recent campaign but didn’t convert
- Users who browsed a particular product category but didn’t purchase
These segments allow you to tailor your messaging, offers, and tone, which helps your emails feel more like one-to-one conversations rather than megaphone announcements.
2. Use dynamic content to make emails feel personal
Dynamic content lets you personalize entire sections of an email based on each recipient’s data. That may include their location, past purchases, loyalty tier, or preferences.
To give you an idea of how this works, imagine an apparel brand sending a fall fashion campaign. A customer in Chicago receives a promotion for a cozy fleece jacket, while a customer in Miami sees lightweight linen.
It’s the same email, but with a different, more relevant, experience. That increased relevance, powered by dynamic content, produces a more personal experience that drives revenue and loyalty.
3. Automate the customer lifecycle with a personal touch
Email automation isn’t just about abandoned carts. Today’s best enterprise email programs span the entire customer journey. These types of campaigns may include:
- Welcome series for new subscribers
- Win-back emails for lapsed customers
- Post-purchase follow-ups
- Replenishment reminders
To make it feel personal, choose your copy wisely. Instead of just saying “You left something in your cart,” say “Still thinking about those boots? We saved your size.” Referring to the precise product the customer left behind makes the message feel more authentic.
Pro Tip: Add reviews of the product they were considering, or a “complete the look” section to increase average order value.
4. Tap into AI to personalize at scale
Generative AI is transforming how marketers approach email, especially at the enterprise level.
Tools like ChatGPT can help create hundreds of subject lines, tailor copy for different segments, and even adjust tone based on audience preferences. Meanwhile, predictive algorithms can forecast which products a customer is likely to buy next, so you can send smarter recommendations.
Just remember: AI should enhance your voice, not replace it. Personalization at scale still requires human review.
5. Test, learn, and test again
No two email lists are the same. What works for one brand might flop for another.
That’s why testing is so important. To improve the relevancy (and results) of your enterprise email campaigns, consider running A/B tests on your:
- Subject lines
- Send times
- CTA placement
- Content order
- Discounts vs. perks
Use the results to refine your strategy as your audience and goals shift. When you’re sending to millions, even “small” wins (like a 1% higher open rate) add up fast.
Is your enterprise email strategy ready for an upgrade?
Enterprise marketers who succeed in 2025 will be the ones who go beyond “batch and blast.” With the right tools and strategy, personalized email at scale doesn’t just build better customer relationships—it drives serious revenue.
Are you ready to take your email marketing to new heights? Contact Your Marketing People.
