Attention spans are shrinking. Competition for engagement is fiercer than ever. And personalisation has become the secret weapon in a copywriting toolkit. People expect brands to know them—to understand their needs, preferences, and even pain points.
Personalised copy isn’t just about inserting a name into an email subject line. It’s about creating a connection that feels genuine and tailored. It’s about saying the right thing to the right person at the right time, in a way that makes them feel valued and understood.
Here are three foolproof ways to add personalisation into your copywriting and help you unlock results!
1. Use the Audience’s Names and Specific Details
When you’re directly targeted with email and marketing campaigns, especially those with your name in, you feel spoken to. You feel seen. Not only does it grab attention, but this personalisation also allows your audience to foster a sense of connection with your brand.
Use names in email subject lines (you can use this handy merge tags cheat sheet by Mailchimp), and reference unique and specific behaviours. Utilise data to your advantage. Set up email automations that track user activity and prompt more targeted, personalised emails based on their behaviour.
2. Segment and Tailor Your Audience
Address the unique needs of your audience to show them you understand them, and most importantly, you can help them. Your audience won’t be one-dimensional, so be sure to target different audiences, highlighting their unique differences and problems.
Break your audience down into segments, perhaps age, demographic, purchase history, and industry. Write copy that speaks directly to each group, addressing their pain points and offering value-added solutions.
3. Empathy-Driven Copywriting
Speak to the emotions, challenges, and goals of your audiences to create trust and resonance. Read our blog on 6 Emotional Triggers in Copywriting to find out how you can use emotions to craft unique, personalised copy.
Start with a shared pain point or goal, and use testimonials, anecdotes, or data that reflects their journey. Find something unique to them that will not only grab their attention, but make them feel seen and understood.
Personalisation in copywriting works best when it’s authentic and tailored, ensuring your audience feels genuinely understood as opposed to targeted by generic marketing tactics. After all, personalisation isn’t just another trend – it represents a fundamental shift in how brands communicate with their audiences to create meaningful interactions. So, take that extra step to personalise your messaging and understand your audience – you’ll be rewarded with stronger engagement and a deeper connection with your readers!
