Personalisation has evolved beyond just addressing customers by name; it's about delivering tailored experiences that engage and drive action. This shift is transforming email marketing, with Tesco’s approach* serving as a prime example of what's possible. Tesco’s recent innovations demonstrate the profound impact of integrating real-time data and dynamic content to achieve meaningful connections. For B2B marketers, these lessons are not only relevant but provide a roadmap for making email campaigns more targeted, impactful, and rewarding.
Personalisation as a Key to Engagement
In a crowded inbox, personalisation can be the deciding factor in whether an email gets opened, clicked, or ignored. Tesco’s approach showcases the power of personalised content that goes beyond general offers. By using data insights and AI tools, they created a system that dynamically adapts to each customer, presenting tailored recommendations, loyalty updates, and even personalised greetings based on open time. This granular level of personalisation delivered over 10 million creative variations weekly, resulting in a 26% increase in click-through rate - a result that any brand would find impressive.
For B2B marketers, this approach is highly adaptable. Rather than casting a wide net, segmented email campaigns focusing on specific industries, needs, or stages in the customer journey can enhance engagement. If a client has recently shown interest in a product or service, following up with related content or exclusive offers adds value and positions your brand as responsive and attentive. Recognising website visitors with a website visitor identification software further enhances personalisation efforts by identifying potential leads and enabling tailored outreach strategies.
Simplifying with One-Stop Content
Tesco’s weekly newsletter, ‘Bringing Everything Together for You,’ serves as a hub for personalised content, drastically reducing the number of standalone emails. By consolidating offers, loyalty updates, and one-to-one product recommendations, Tesco crafted an experience that adds value without overwhelming recipients. This “one-stop” approach helps clients receive relevant updates while keeping them engaged in an easily digestible format.
For B2B marketers, a similar approach can streamline communication and improve client satisfaction. A monthly or bi-weekly newsletter tailored to each segment - whether that’s project updates, industry insights, or recommendations - can position your brand as a reliable partner that adds value consistently. Personalisation technology allows for nuanced versions of these newsletters, making each send feel unique to the reader.
Driving Sales with Behaviour-Based Content
Another key lesson from Tesco’s strategy is the effectiveness of behaviour-based content. Tesco leveraged recent browsing and purchase behaviour to suggest related items and targeted offers. As a result, behaviour-based emails delivered 250% higher click-through rates than generic promotions. In B2B marketing, tracking past engagement, click behaviour, and browsing patterns can similarly inform which products, services, or content are most relevant. This data-driven targeting turns email into an extension of your sales strategy, encouraging clients to re-engage or add services that align with their needs.
Testing, Iterating, and Learning
One of the most actionable takeaways from Tesco’s success is the importance of testing and iteration. Elly Hancock, Tesco’s former lead email marketing manager, emphasised the need to “test, test, and test again,” underscoring that assumptions don’t always hold true. Tesco’s promotion emails, for instance, evolved through a rigorous A/B testing process before being permanently implemented, resulting in significant increases in customer engagement and even incremental revenue.
For B2B email campaigns, testing different templates, subject lines, and personalisation elements can reveal what truly resonates with your audience. Metrics such as open rates, click-through rates, and conversion rates provide actionable feedback to continually optimise email campaigns and ensure long-term effectiveness.
Lessons for B2B Marketers: Bravery and Stakeholder Buy-In
Making personalisation work requires a degree of experimentation and, often, stakeholder buy-in. Ensuring your team understands and supports your personalisation goals helps you to pivot as necessary and showcase successes along the way. As Tesco’s journey illustrates, collaboration with technology teams and data providers can make implementation smoother and results more impactful.
In Summary
Personalised email marketing is a powerful tool that can lead to greater engagement, stronger client relationships, and increased revenue. Tesco’s approach proves that personalisation, when done thoughtfully, transforms email marketing from a simple communication channel to a strategic tool. For B2B marketers, leveraging these lessons can mean the difference between standard outreach and creating memorable, impactful experiences that keep clients coming back.
If you would like to launch a highly personalised email campaign contact us.
*For more insights on Tesco’s personalisation strategy, you can refer to the full article on Econsultancy.