Jemicah Marasigan
Content Marketing Manager
We’ve all been there: staring at an email that feels about as personal as a traffic ticket.
You know the type—generic, cookie-cutter, and easy to ignore. The thing is, nobody wants to feel like just another name on a list. That’s why personalization is everything when it comes to email outreach.
But let’s be real: personalizing emails one by one isn’t realistic when you’re juggling dozens (or hundreds) of contacts. That’s where a CRM with features like email templates, email automation, and merge fields can save the day. These tools make it simple to send emails that feel personal and thoughtful, even at scale.
The benefits of email personalization
So, why does email personalization get so much love? It’s not just about making your recipients feel warm and fuzzy (though that’s definitely a bonus). It’s about results—real, measurable, game-changing results.
1. It helps build real connections
Nobody wants a generic email that makes them feel like just another name on your email list. Personalized emails show that you’re paying attention. Toss in a little detail—like their name, their company, or something you recently chatted about on social media—and suddenly, your email feels like a conversation instead of just another pitch.
2. Increased open rates
We all know the struggle of standing out in a crowded inbox. Personalization can help.
Personalized emails are highly effective, with a 29% higher open rate compared to those that aren’t. And, when it comes to conversion rates, giving your email a personalized touch can increase click-through rates by 14% and conversion rates by 10% or more.
That’s proof that people notice when you make the effort.
3. It gets people to reply
Ever sent an email and heard nothing but crickets? Personalization can change that. When people feel like your message was written just for them, and not just for every person on your email list, they’re way more likely to hit reply.
4. It drives action
Let’s be honest: most emails are sent with a goal in mind. You want each individual recipient to click a link, book a meeting, or make a purchase. Personalization makes it easier to connect the dots between what you’re offering and what they actually need.
When you personalize your emails, you’re not just being nice—you’re creating connections, sparking engagement, and driving results. And the best part? It doesn’t take hours to make it happen. If you're looking for easy personalization strategies, with tools like email templates and merge fields you can nail it without breaking a sweat.
Use email templates and AI to personalize your communications
Let’s talk about email templates: the ultimate time-saver when it comes to sending mass emails that feel polished, professional, and personal. And the best part is, you don't need an email marketing platform to do this.
With a tool like Copper, a CRM that seamlessly integrates with Google Workspace, you can easily take things to the next level by offering AI-generated email templates designed to fit right into your customer journey, and all in one platform.
These templates don’t just sit there looking pretty—they’re packed with features to make your life easier:
Merge fields: Templates come ready to include key details like your recipient’s name, company, or role to keep things personal.
Guided ideas: Not sure where to start? Copper suggests email best practices for different stages of the customer journey—like welcome emails, follow-ups, or feedback requests—so you’re never stuck staring at a blank page.
Always on-brand: Whether you’re a startup with a playful vibe or a polished corporate business, these templates help keep your messaging consistent. Copper’s AI uses your website’s tone and content to create emails that automatically match your brand voice and really give each email body copy that has personal touch.
Why this matters
Ever sat there, staring at an empty email draft, with no idea how to get started? Copper’s templates have you covered. Whether you’re sending a follow-up, nurturing a lead, or checking in with a long-time client, these templates help you write better emails faster.
But it’s not just about saving time—it’s about creating emails that don't just feel professional, but are also especially intentional to give each customer a personalized experience.
Having pre-built templates tailored to your business means you can spend less time worrying about what to say and more time focusing on building stronger relationships.
And the best part? These templates are smart. They’re designed to evolve with your business, so as your branding or tone shifts, Copper’s AI keeps things aligned.
No more blank page anxiety. Just quick, effective, and personal emails that do the job.
Use merge fields to tackle email personalization at scale
Merge fields are a great and easy way to transform basic email content into dynamic content and personalized messages.
When you combine email templates with merge fields, you unlock the ability to personalize at scale. This means you can send hundreds of emails that each feel like they were crafted with relevant content just for the recipient—without spending hundreds of hours writing them.
Here’s what makes merge fields and custom fields so powerful:
Tailor your messaging: Automatically include specific details that matter to your audience, like their job title, company name, or a note about their pipeline stage.
Keep it consistent: By pulling data directly from your CRM, merge fields allow for accuracy and professionalism across your communications.
Save time: No need to manually find and type out custom details for every email. Merge fields handle the heavy lifting for you.
Tips for nailing email personalization at scale
Personalizing emails sounds great, right? But let’s talk about how to actually make it work. Here are some easy tips to help you send emails that feel personal without spending all day crafting each one.
1. Keep your CRM data up-to-date
Personalized content is only as good as the data you have. If someone’s name is “Jane Smith” but your database says “Jnae Smth,” you’re going to have a bad time. Take a little time now and then to make sure things like names, titles, and company details are correct.
Pro tip: Block out regular time in your calendar on a frequent basis to tidy up your CRM. Think of it like spring cleaning—just for your data.
2. Always have a backup plan
Ever gotten an email that starts with, “Hi [Insert Name Here],”? Cringe-worthy, right? That’s why you need backup text for your merge fields. If a field is blank, you can set a default to keep things running smoothly. For example:
Without backup text: Hi [FirstName],
With backup text: Hi there,
Trust us, for your current customers, it’s way better than sending an email that looks like it came from a broken robot.
3. Don’t overdo it
You don’t need to personalize every single detail. A few key touches—like their name, company, or a specific pain point—can go a long way in their customer experience. Here are some easy wins:
Use their name to make it feel like you’re talking to them (because you are).
Mention their company or role to show you’re not just copy-pasting generic stuff.
Reference a specific detail in their customer profile that makes the email relevant, like their current project or pipeline stage.
Or even give them a personalized offer (as a thank you for their customer loyalty)
Stick to the good stuff, and don’t overwhelm your email with too many details.
4. Check your results
Okay, so you’re personalizing like a pro. But is it working? Keep an eye on your open rates, click-throughs, and replies to see what’s landing with your audience. If something isn’t getting the response you want, tweak it and try again.
5. Always edit your emails to give them a human touch
At the end of the day, people want to feel like they’re hearing from a real person—not from artificial intelligence or a machine. Keep your tone friendly, conversational, and true to how you’d actually talk. A little effort goes a long way in building trust and making connections.
And here’s the thing: templates are great for structure, but don’t be afraid to tweak them!
Adding a sentence or two that’s specific to the recipient can make a huge difference for their customer experience. Mention something unique about their company, thank them for a recent conversation, or even check in on something you talked about before.
Some common examples of what you could add in the email body are:
“I noticed your team just launched a new product—congrats! That must’ve been a huge milestone.”
“I really appreciated your feedback during our last call. Let me know if there’s anything else I can help with!”
“It was great chatting with you at [event name]! I’d love to continue the conversation about how we can help with [specific need].”
“I saw on LinkedIn that your company is expanding into new markets—exciting stuff! Let me know if there’s a way I can support you during this growth.”
Those extra details and personal touches make your email feel less like a mass message and more like a thoughtful conversation.
Personalization can be easy
Personalization at scale isn’t just about efficiency—it’s about connection. It’s about building stronger relationships that foster trust and customer loyalty.
And, with email templates and merge fields, you can create emails that feel thoughtful and relevant while saving yourself hours of manual work.
Copper’s tools make it easy to turn what might seem like a big task into a seamless process. So go ahead: start creating emails that stand out, build trust, foster long-term relationships, and drive action.
Because at the end of the day, the best emails are the ones that feel personal—even when they’re sent at scale.
