Email personalization beyond {{first_name}}: advanced token strategies

If your most advanced personalization is "Hi {{first_name}}", you are leaving money on the table.

Advanced personalization tokens

• Last purchase/action: "Since you bought {{last_product}}..."
• Usage data: "You have used {{feature}} {{count}} times this month"
• Location-based: Events, weather, local offers
• Behavioral stage: Different content for trial vs paid vs enterprise
• Preference-based: Content category preferences from surveys

Impact

Moving from basic to advanced personalization increased our click rates by 42% and conversion rates by 28%. The key is having clean data in your ESP or CRM that your templates can reference.