Let’s say you receive an email that addresses you by name, mentions your favorite products, and provides information specific only to you. Wouldn't you be more eager to read that email compared to a generic, one-size-fits-all message?
Trust us, you're not alone. A whopping 72% of customers only engage with personalized messaging.
Well, this is the impact of email personalization.
However, personalizing emails for each customer can be incredibly time-consuming and almost an impossible task for your team.
Solution? Email personalization tools.
In this article, we will explore everything about email personalization tools and the best email personalization tools you can choose from in 2024.

What is an email personalization tool?

An email personalization tool is designed to create and send highly personalized email campaigns to your subscribers or customers. Such tools rely on data and automation to provide a relevant and customized experience to each recipient, at scale.

With an email personalization tool, you can do more than just addressing each customer by their name. You can segment your email list, customize the email content, automatically insert personalized recommendations, and automate the sending of emails based on specific triggers or behaviors.

For example, if a team has been extensively using your software's team collaboration features, the email personalization platform can send them an email highlighting your latest feature release on real-time team chat.

In short, email personalization software enables the delivery of the right message to the right person at the right 

Why is email personalization important? 

Email personalization allows your brand to interact with every customer or prospect on a personal level. When you personalize an email, it shows the recipient that you understand their interests, needs, and preferences. This personal touch increases the likelihood that your prospects/customers will open your emails.

Personalization is effective enough to halve acquisition costs, boost revenue by 5–15%, and increase marketing spend efficiency by 10–30%.

By personalizing emails, businesses can:

• Keep customers/prospects engaged and interested in reading the email.
• Provide a better experience by delivering exactly what customers want or need..
• Increase the chances of customers taking desired actions, like making a purchase or signing up
• Cultivate stronger relationships with customers by demonstrating that the business genuinely understands and values them.
• Stand out from competitors who send generic, impersonal emails.

In summary, email personalization makes your audience feel valued, resulting in better engagement, more conversions, and happier customers in the long run.

10 best email personalization tools in 2024

We now compare the 10 best email personalization tools in the market that can help your team personalize email communications at scale. From features to affordability, this section offers in-depth insights to help you reach a decision. 

1. Happysales

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A natively AI-powered platform, Happysales uses Gen AI in sales to make email personalization a breeze for your sales team. The platform seamlessly personalizes engagement, recommends steps & executes them so that your reps can focus on high-impact tasks and close more deals. It goes beyond email personalization and offers sales coaching features to train your team. 

Features 

• AI-powered recommendations and research 
• Conversation starters for different personalities 
• AI for writing emails and messages 
• DISC prospect personality assessment for targeted emails
• Role-specific messaging for different personas 

Pros

• Chrome extension to fetch real-time prospect summaries from LinkedIn 
• AI processes and produces content in five different languages

Pricing 

Happysales offers affordable plans –Essentials plan at $35/user/month and Premium plan at $45/user/month. They also offer a forever-free plan. 

2. Saleshandy 

Saleshandy is an outreach and email personalization platform that enables sales teams to create and send highly personalized cold emails at scale, track engagement, and automate follow-ups, all from a single dashboard.

Features 

• Unified inbox for email management 
• Email verifier for accurate email list 
• A/B testing for emails 
• Smart filters to find the right leads
• Email warm-up feature
• Automated follow-ups

Pros

• User-friendly interface 
• Built-in feature for sending emails to multiple time zones

Cons

• Missing features compared to other platforms 
• Limited integrations with other apps 

Pricing 

The pricing plans start at $25/mo and go up to $219/mo billed annually.  

3. Lemlist 

An AI-led sales platform, Lemlist is designed for personalized outreach, multi-channel sales prospecting, and lead discovery. It has integrations with up to 33 CRMs for you to unify and automate sales processes across different platforms. 

Features 

• AI-powered personalization for emails
• 450M+ lead contact database 
• Email warm-up and deliverability booster
• AI-generated email sequences
• Custom reports & analytics

Pros

• You can combine email, LinkedIn, and phone calls
• Responsive support team

Cons

• There can be a learning curve for some users
• The platform is a bit expensive 

Pricing 

Lemlist starts at $39/mo and goes up to $159/mo billed annually.

4. Litmus

Litmus is a comprehensive email marketing platform that allows your teams to create, personalize, test, review, and analyze email campaigns across various email clients and devices. It also helps your team to test emails for spam and improve them while boosting engagement rates. 

Features 

• Automated QA checks and previews
• Email monitoring for accurate emails 
• Email performance and advanced analytics 
• Personalizable templates
• Test emails across 100+ email clients

Pros

• Email previews for different devices  
• Drag and drop for quick email designing 

Cons

• Plans are expensive compared to others 
• Sometimes there are crashes and loading is slow

Pricing 

The basic plan of Litmus is priced at $79/mo with its Plus plan at $159/mo, billed annually. 

5. Smartlead

Smartlead, an AI-powered lead generation and email personalization software helps sales teams identify and engage with their ideal prospects through personalized email outreach, lead scoring, and nurturing campaigns.

Features 

• Message auto-rotation 
• Auto-move emails from spam folder to inbox
• Sub-sequences based on leads’ intentions
• Email sequence tracking 
• One inbox for all customer messages 

Pros

• Quick issue resolution by the team 
• Frequent feature rollouts 

Cons

• Delays in email visibility and other updates 
• Occurrence of bugs like formatting issues 

Pricing 

They have three pricing plans –Basic at $34/mo, Popular at $66/mo, and Pro at $79/mo.

6. Reply.io

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Reply.io AI is another sales outreach and lead generation platform that allows you to create and send tailored cold emails, automate follow-ups, and track engagement metrics for sales teams. You can further automate multichannel outreach to connect with prospects across different channels. 

Features 

• Sequence builder with AI sequence generator 
• Email health check and A/B testing 
• Lead search via Chrome extension
• Manage team roles and permissions 
• Reports for emails, calls, tasks, and team performance

Pros

• Easy to navigate and set up campaigns
• The support team is fast and friendly.

Cons

• Some learning curve because of many features 
• Limited CRM integrations 

Pricing 

Reply’s email personalization platform has three pricing plans –Starter at $49/mo, Professional at $89/mo, and Ultimate at $139/mo. The platform offers a free plan to try out the features. 

7. Clay

Clay utilizes 75+ enrichment tools and AI to build pipelines and personalize email content based on individual recipient data and preferences. You may add timeliness to your outbound messages and connect with 500+ tools to build sequences.

Features 

• AI-generated emails based on filters
• 10+ built-in sources to get lead lists 
• Lead scoring to prioritize outreach 
• Email sequence builder 
• Lead enrichment 

Pros

• AI-based lead enrichment 
• Large number of integrations are available 

Cons

• Difficult-to-use
• As per users, Clay credits are overpriced

Pricing 

The prices for Clay start at $!34/mo with the highest plan being $720/mo. They offer a forever-free plan with limited credits. 

8. Moosend 

Moosend is an affordable email marketing platform that offers advanced personalization features for your email campaigns, Using this tool, you can easily manage multiple email campaigns, mailing lists, newsletters, and much more.

Features 

• Subject line and content A/B testing
• Drag & drop newsletter editor
• Email list segmentation
• Readily-available automation templates
• Visual workflow builder

Pros

• Exceptions customer support 
• Moosend reports for better decisions

Cons

• The template library could do with some new additions 
• Presence of bugs, glitches, or other technical issues

Pricing 

Moosend is one of the most affordable tools on the list with just a single plan at $7/mo, billed annually. They also offer a free trial and an enterprise plan for custom quote. 

9. Mailjet

An all-in-one email marketing solution, Mailjet offers personalization features along with seamless integrations with CRMs and other business platforms. The tool improves the deliverability of emails and allows users to track and monitor sent emails.

Features 

• Email segmentation 
• Template library with pre-designed templates
• Permissions on email templates 
• Dynamic sections to personalize emails 
• Content A/B testing 
• Statistics dashboard 

Pros

• Intuitive and user-friendly interface
• It’s APIs are easy to deploy

Cons

• Limitations while adding contact list 
• Email automation is only available to premium users

Pricing 

With two pricing options, Mailjet’s plans are available at $13.5/mo and $22.5/mo. The platform also offers a free plan. 

10. SendPulse

As a multichannel marketing automation platform, SendPulse has capabilities for email personalization, including personalized content blocks, segmentation, and automated email sequences triggered by user behavior and preferences. All of this translates into engaging and reply-worthy emails for your prospects and customers.

Features 

• Drag-and-drop builder and free email templates
• Built-in spam checker
• Multi-channel automated workflows 
• Mailing list segmentation 
• Email A/B testing 
• Campaign and email statistics 

Pros

• Easy to use and implement 
• Affordable compared to others on the list 

Cons

• Certain features are missing like including timers in emails 
• Limited integrations with other tools

Pricing 

Sendpulse offers three affordable plans –Standard at $6.40/mo, Pro at $7.68/mo, and Enterprise at 10.75/mo. There’s also a free plan available. 

Key features to look for in email personalization software

If you want to create engaging and conversion-driving campaigns, here's a list of essential features that the email personalization software you choose should have.

1. A/B testing 

A/B testing is an essential feature in email personalization software. It allows you to test different variations of your email content, such as subject lines, sender names, or even entire email templates, against each other. 

By comparing the performance of these variations, you can identify which approach resonates best with your audience and make decisions based on data to optimize your campaigns for better open rates, click-through rates, and conversions.

2. Personality assessment & analysis

Best email personalization tools would provide rich behavioral analysis capabilities. This feature tracks and analyzes the actions and interactions of your subscribers, such as email opens, clicks, website visits, and purchase activities. 

When your team understands these behavioral patterns, they can segment the audience based on their interests and preferences and deliver highly targeted content that resonates with each subscriber. Segmenting email campaigns can increase your revenue by up to 760%.

3. Automation and triggers

Automation today is freeing up valuable time across diverse teams. Best email personalization tools often help you do just that. 

Automation and triggers are essential for efficient and personalized email outreach. These enable you to set up automated email sequences or triggered messages based on specific actions or events, such as abandoned carts, content downloads, account milestones, or even behavioral patterns. 

With automated personalized emails, you can offer your customers a seamless journey through the sales funnel and increase conversion rates.

4. Analytics and tracking 

Comprehensive analytics and tracking capabilities must be there in the software to measure the success of your personalized email outreach. 

Look for an email personalization platform that provides detailed insights into various performance metrics, such as open rates, click-through rates, conversion rates, and engagement levels. Using these, you can see if your personalization approach is working, identify areas for improvement, and continuously refine your approach to deliver more impactful campaigns.

FAQs

Why is it important to personalize emails?

Personalizing emails is important to create a more relevant and engaging experience for recipients which in turn increases open and click-through rates. Personalized emails resonate more with your prospects leading to stronger connections and better conversions.

What elements in a cold email can you personalize?

In cold emails, you can personalize various elements such as the subject line, greeting, body content (by referencing the recipient's company, role, or pain points), and the call to action. Personalizing these elements can increase the chances of your email standing out and capturing the recipient's attention.

Are email personalization tools effective?

Yes, email personalization tools can be highly effective when used correctly. These tools use data and automation to deliver personalized content at scale, improving engagement and conversions. Studies show personalized emails deliver 6x higher transaction rates.