Your customers’ inboxes will be flooded this November.
Most brands will shout:
“30% OFF EVERYTHING!”
Only a few will whisper:
“These boots you loved? They’re now 30% off.”
In 2025, leveraging personalization in email marketing is not just beneficial, it’s essential for driving conversions and maximizing ROI.
Email marketing remaining strong in 2025
Email marketing is still one of the best tools for ecommerce in 2025, with an average open rate of 37.93% according to a Klaviyo benchmarking report. But it’s not about blasting the same message to everyone anymore. What works now is sending emails that actually matter to the person reading them. That means showing the right products, timing things just right, and making each message feel like it was made just for them.
The brands doing well aren’t the loudest, they’re the ones paying attention and showing up in a helpful, personal way.
Why personalization wins Black Friday
Email remains the most cost-effective and revenue-driving marketing channel for ecommerce. But during peak shopping periods like Black Friday, your audience is bombarded with offers.
In 2023, HubSpot surveyed 1,200+ global B2B and B2C marketers, and 72% said that content personalization is one of the most efficient email campaign strategies.
Personalized emails can generate up to 6 times more transactions compared to generic, non-personalized messages, making them a powerful tool for driving conversions.
6x
A personalized email experience can convert 6x better than standard email marketing.
72%
Marketers recognized personalization as the most efficient strategy for email campaigns. (HubSpot, 2023)
Your Black Friday personalization checklist
Segment audience by behavior
Tailor promotions and messaging
Build dynamic product blocks
Personalize content at scale
Use behavioral triggers
Catch users in the moment
A/B test subject lines
Improve open and click rates
Automate pre-BF campaigns
Save time and prep early
Let’s break it down with 3 examples
Let’s take a fashion store as an example. They have a Black Friday collection of discounted items and accessories for fall. Instead of sending a static campaign email to their entire audience, the retailer integrates product recommendations to match their users’ shopping preferences.
Example 1: Using audience behavior
Segment: Last year’s Black Friday shoppers
Strategy: Personalized retargeting based on current browsing
We want to target customers who were active during last year’s Black Friday campaign. We filter this audience and combine that with their current browsing behavior to generate personalized product selections. Each person receives a newsletter featuring Black Friday deals tailored to their current interests, making it feel fresh, but still highly relevant.
Example 2: Suggesting relevant alternatives
Segment: Browsers who showed interest but didn’t buy
Strategy: Product alternatives with a timely discount
Let’s say a customer viewed a specific sweater multiple times but hasn’t purchased. Rather than sending a general promotion, we recommend similar items from the Black Friday collection.
Example 3: Suggesting relevant complementary items
Segment: Recent buyers
Strategy: Smart cross-selling using product affinities
If a customer bought a pair of boots recently, we don’t want to push more of that. Instead, we switch to a cross-sell strategy. Using Product Intelligence, we identify accessories commonly bought with coats, like scarves, hats, or sweathers, and include those in their Black Friday email.
Newsletter Content unique to each recipient
With Newsletter Content from Hello Retail, merchants can automatically include personalized product recommendations in their marketing emails. Each recipient receives tailored content based on their previous activities in the webshop.
Campaigns can follow various recommendation strategies. Retailers can apply filters and select audiences to match their objectives.
