5 Easy Ways To Make Your Emails Feel More Human

By Tina Kelly

The most engaging emails don’t feel like mass communications — they feel like they were written for a specific person. We outline simple steps you can take to create messages that people are more likely to open, read and click.

1. Use Their Name — But Don’t Stop There

Adding a recipient’s first name to a subject line or email introduction can help capture attention, but personalization works best when it goes beyond a simple mail merge field.

Look for opportunities to tailor content based on what you know about your audience. Past purchases, content interests, geographic location and stated preferences can all help you deliver more relevant messages.

• Before: “Our Fall Newsletter Is Here”
• After: “David, 3 Ways To Boost Alumni Engagement” 

2. Let Subscribers Tell You What They Want

One of the easiest ways to improve personalization is to ask for better information.

For example, the Visit Arizona newsletter signup allows subscribers to indicate the types of travel experiences that interest them most, from outdoor adventure to culinary experiences and family travel. Those preferences inform future email content, creating a more relevant experience for each subscriber.

If your signup form only collects an email address, adding a few optional preference selections could help you deliver more useful content.

Take the First Step

Add one optional question to your newsletter signup form:

• Which topics interest you most?
• What type of content would you like to receive?
• How often would you like to hear from us?

3. Write Like a Person, Not a Marketing Department

Many emails become less engaging because they’re trying too hard to sound professional. Before sending an email, read it out loud: Does it sound like something a real person would say? Or does it sound like a collection of approved marketing phrases?

• Before: “We are pleased to announce the availability of our latest resource.”
• After: “We just published a new guide we think you’ll find useful.”

4. Add a Little Personality

Not every email needs to look like a corporate announcement. Photography, illustrations and other visual elements can help communicate emotion and make your emails more memorable. The key is to use them intentionally — a well-chosen image that reinforces your message will usually outperform visual clutter added simply to fill space.

Take the First Step

Before adding an image, ask:

• Does this support the message?
• Does it help tell the story?
• Does it make the email more enjoyable to read?

If the answer is yes, keep it.

5. Pay Attention to What People Actually Respond To

The most effective email personalization strategy is often hiding in your own performance data.

Review which subject lines, content topics and calls to action consistently generate stronger engagement. Look for patterns. Are certain topics attracting more clicks? Do some audience segments respond differently than others?

The more you understand what resonates with your subscribers, the better you can tailor future emails to their interests.

Take the First Step

Review your five most recent email campaigns and identify:

• The highest-performing subject line
• The most-clicked content topic
• The strongest call to action

Then use those insights in your next send.