Personalization that doesn't feel fake

CopywritingMay 4, 20261 min read

Placeholders are easy. Writing an email that reads like a person wrote it is the hard part. Six rules we follow.

Use the recipient's own data, not their first name. "Invoice 2043 is 12 days overdue" beats "Hi Priya!" every time.

Always define fallbacks

An email that opens with "Hi ," costs more trust than one that opens with "Hi there".

Preview against a real row

Preview against a real row before you send. Mailvern's live preview renders the exact email a given row would receive.

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