Personalization in Brevo: 5 Ways to Make Emails More Relevant
Key takeaways
- Personal touches go beyond a first name.
- Always set a fallback for empty fields.
- Use segments and actions, not just names.
- Only use data people agreed to share.
Personalization works best when it makes an email more useful, not just when it adds a name to the greeting. The goal is to show each reader the information that matters most to them, based on details they have chosen to share with you.
What are 5 ways to personalize in Brevo?
1. Contact details
Add a first name or city with Brevo’s personal tags. Always set a backup word for empty fields.
2. Changing blocks
Show different parts of one email to different people, like by country or interest.
3. Segments
Send one email to buyers and another to new readers. See segments.
4. Action-based emails
Use automation to reply to sign-ups, orders and site visits.
5. Product picks
With a store link, show items that match past orders. Brevo lists AI product picks on the Professional plan.
What mistakes should you avoid?
- Broken tags with no backup, like “Hi ,”.
- Using data in a way that feels creepy.
- A personal subject line with a generic email inside.
What does this look like in practice?
For example, a shoe store could show running shoes to customers who bought trainers before, and dress shoes to customers who bought formal styles, all inside the same campaign using different content blocks.
Questions people ask
Does personalization need a paid plan?
Basic tags like first name work on all plans. Some advanced tools, like AI product picks, are on higher plans.
Brevo facts checked on brevo.com. We are independent and not linked to Brevo.
