You don't have to try very hard to imagine this: your open your email inbox and see a flood of generic marketing emails promoting sales and pushing products that don't apply to your taste. As you're sending them one by one to the trash folder, you see one, greeting you by name. No flashy imagery, no big button call-to-action. Just a store associate reaching out to thank you for stopping by their store the other day, and wondering how you like the new sweater you bought.

This, my friend, is the magic of personalized clienteling. And when done correctly, can drive engagement, replies, and longterm customer loyalty. So how does one do it? Let’s dive into how you, too, can transform your bulk messages into engaging, personalized communications that make your customers feel seen and valued, and actually want to reply.

First things first, let’s get one thing straight – you are not your marketing team. While marketing messages are crafted to broadcast a brand’s voice to a broad audience, personalized clienteling is all about making an individual connection. Marketing emails often have that polished, branded feel, which, while professional, can sometimes come across as impersonal.

In contrast, clienteling messages should feel like a conversation between friends. Imagine your customer is standing right in front of you at the store. How would you talk to them? What tone would you use? The goal is to replicate that same warmth and authenticity in your messages. Ditch the corporate jargon and embrace a more conversational tone. Your customers will appreciate the human touch.

Now that we’ve established the importance of a personal touch, let’s talk techniques. Here are some tried-and-true methods to make your messages resonate:

To illustrate these techniques, let’s look at some examples for how you can transform a generic marketing message into a personalized clienteling masterpiece.

Generic Marketing Message

Our new fall collection just dropped. Check it out now and enjoy a 10% discount on your first purchase.

Personalized Clienteling Message

Hi [Customer’s Name], it’s [Your Name] from [Store Name]. I hope you’re doing well! I’m excited to share we’ve just got in a whole bunch of new fall styles that I think you’ll love. I’ve picked out my favorites for you in the lookbook linked below. Let me know what you think!

Notice the difference? The personalized message feels like it’s coming from a friend who’s genuinely excited to share something with you, rather than a faceless brand pushing a sale.

Personalized clienteling isn’t just about making customers feel good – it’s a powerful tool for building loyalty and driving sales. When customers feel valued and understood, they’re more likely to return, engage, and make purchases. By transforming your bulk messages into personalized communications, you’re not just sending emails; you’re building relationships.

So, go ahead and infuse your clienteling with that personal touch. Your customers will thank you for it, and you’ll see the results in their engagement and loyalty.