Hey, it's Chase and Jimmy here.

Every marketing conference, every blog post, every vendor pitch mentions personalization. It's the magic bullet that's supposed to fix everything.

But here's what we're seeing: brands collecting endless customer data, building complex segmentation rules, and slapping first names on generic emails – then wondering why their retention numbers aren't moving.

The problem isn't that personalization doesn't work. It's that most brands are doing it wrong.

This morning, we're debunking 6 personalization myths that are wasting your time and budget. From the "more data is better" fallacy to why AI recommendations can actually hurt sales, these misconceptions are keeping you busy without making you money.

Ready to find out what actually drives repeat purchases?

Also inside:

✔️ Free webinar: Smarter, faster, AI-er?

✔️ 600+ DTC Operators. 2 Days. Zero Fluff.

✔️ Quick Clips: How to connect with Gen Z audience on Snap, IG's post type cheat sheet, and fresh drops from Rare Beauty, Ritual, and Dyson

👉 Let’s dive in.

Smarter, faster, AI-er?

You don’t need a full content team. You just need the right sidekick.

Omnisend’s new AI features are quietly doing the work most email marketers wish they had help with. Subject lines. Flows. Segments. Product recommendations. All faster, all smarter.

Whether you’re flying solo or running lean, this session will show you how to make AI your most productive teammate yet.

What you’ll learn:

 ✅ How to speed up email creation with Omnisend’s AI Writer

 ✅ How to build segments in plain English

 ✅ How to auto-fill product recs for every customer

Six Personalization Myths Debunked: What Really Moves the Needle in Retention

Marketers, let’s be honest.

In our world, “personalization” gets tossed around like confetti at a product launch.

Everyone wants to do it. Some think they are doing it. But what passes for personalization is often just surface-level fluff. And customers don’t come back for that.

Let’s set the record straight.

Below are six personalization myths that need to be put to rest (+ what to do instead).

Myth 1: More Personalization is Always Better

More product inserts. More segments. More if-this-then-that rules.

Surely that means better results, right? Not really.

In reality, over-engineered personalization often leads to bloated campaigns that are tough to maintain and barely move the needle.

Instead of adding layers of complexity, focus on key moments that influence customer behavior, like post-purchase flows, birthday offers, or cart reminders.

✅ Try this instead:

Pick one moment that already impacts customer behavior, like your welcome flow or post-purchase emails, and personalize that first.

For example:

• Split your welcome series based on signup source (mobile vs. desktop, quiz vs. popup).

• In your post-purchase flow, recommend a complementary item based on what they just bought.

Here’s a personalized email block from Curlsmith:

Don’t try to personalize everything at once. Personalize what matters most, and build from there.

Myth 2: First Name Personalization is a Game Changer

We all know that “Hey [First Name]” doesn’t hit like it used to.

Consumers are smart. They know your email tool is just filling in a blank. If the rest of your message feels generic, the name drop won’t save you.

Real personalization isn’t about who you’re talking to. It’s about what you’re saying and when you’re saying it.

✅ Try this instead:

Instead of personalizing the greeting, personalize the content.

• Recommend products based on their last purchase.

• Mention the city they browsed from.

• Send a weather-based promo if it’s pouring in their area.

Here’s an example from Hush Puppies:

Myth 3: AI Recommendations Always Boost Sales

AI’s pretty smart. It can track clicks, spot patterns, and suggest products faster than humans.

But just because something makes sense to an algorithm doesn’t mean it makes sense for your brand, your customer, or your bottom line.

Maybe it pushes a clearance item you’re trying to phase out. Or shows a niche product that doesn’t align with your brand experience.

AI doesn’t know your margins, inventory priorities, or campaign strategy…

… unless you tell it.

✅ Try this instead:

Let AI surface trending products or predict what someone might like, but add guardrails.

Apply filters like:

• “Only show items in stock”

• “Exclude sale items”

• “Stick to the same category”

Human input makes AI smarter and keeps it on-brand.

Myth 4: You Need an Extensive Tech Stack for Effective Personalization

Nope. You don’t need 14 integrations and custom platforms to send a relevant message. It’s a marketing stack, not a NASA control room.

If you’re using a modern ESP like Omnisend or Klaviyo, chances are you already have features like segmentation, dynamic content, and behavioral triggers at your fingertips.

✅ Try this instead:

Audit what your current tool can already do.

• Can you trigger emails based on last product viewed?

• Segment by average order value?

• Show different content blocks in a campaign?

Max that out before chasing shiny new tools.

Myth 5: More Customer Data = Better Personalization

It’s tempting to collect all the data: birthdays, shoe size, favorite color, sandwich preference.

But more data ≠ more clarity.

In fact, it often leads to analysis paralysis (and messy privacy compliance issues).

✅ Try this instead:

Ask yourself: What do I actually need to personalize the experience?

For example, if you sell skincare, knowing skin type and concern (oily, dry, acne-prone) is gold. Build a quiz to capture that info and let the rest go.

Here’s how Geologie does it:

Quality data that fuels relevant action > endless data that sits unused.

Myth 6: Personalization Works the Same Across the Customer Lifecycle

Not all customers want the same kind of attention.

Newbies are still getting to know you. Loyal fans already know what they like. And some folks are halfway out the door.

But too many brands treat everyone the same: same emails, same product recs, same ol’ discount. Big mistake.

✅ Try this instead:

Match your message to where they are, not just who they are.

Map out your lifecycle:

• New subscriber? Roll out the welcome mat. Show them bestsellers and happy reviews to build trust.

• Just bought something? Follow up with tips, how-tos, or a little “you might also love this” to build a relationship and encourage repeat purchases.

• Loyal repeat buyer? Give them the VIP treatment. Think early access, sneak peeks, a surprise gift.

• Haven’t seen them in a while? Send a “Hey, where’d you go?” note with something they actually care about (e.g a restocked favorite or personalized bundle).

Personalization should evolve with the customer. When it does, it becomes more than just a tactic. It becomes part of the experience.

Final Thoughts: Personalization That Actually Works

Like any good strategy, personalization should be intentional, focused, and built around what your customers actually care about.

Here’s what to take with you:

✅ More isn’t always better. One well-placed, personalized message beats a dozen generic ones with someone’s name slapped on.
✅ Use the tools you already have. Before adding new tech, make sure you’re getting the most out of your existing stack.
✅ Use data with purpose. Don’t collect everything. Collect what helps you take action.
✅ Adapt as customers change. Personalization should evolve alongside the relationship, not stay frozen in place.

Keep your efforts sharp, relevant, and grounded in real behavior. You’ll start to see retention improve where it counts!

600+ DTC Operators. 2 Days. Zero Fluff.

Commerce Roundtable San Diego is less than 50 days away; bringing together the sharpest minds in eCommerce on September 22-23. Prepare for two packed days of unfiltered strategy sessions, real tactical insights from 8- and 9-figure operators, and genuine connections with the people building the next wave of DTC brands. All set against San Diego's stunning waterfront backdrop.

Here's your peek at the stacked agenda:

• Fireside Chat with GaryVee + Live Q&A

• Driving $200M with Paid Ads

• The State of Email & SMS in 2025

• The CEO, CMO & Chief of Staff Dynamic

• Ad Spend & Financial Literacy in 2025

• Can AI Replace Employees?

• Subscription Acquisition Offers at Scale

• Turning Live Shopping into $7M/Year

• Quick Wins to Save Your Brand Money

• Creating Content That Actually Slaps

• How Brands & Creators Can Win Together

• Retention Playbooks for 2025

Set on the San Diego waterfront, this event is built for real talk, sunset happy hours, and proven tactics you can implement immediately. Secure your spot before it sells out the 3rd year in a row!

🗞️ Quick Clips:

• Snap says: Gen Z wants to feel something: New data from Snapchat shows Gen Z is more likely to shop from brands they feel emotionally connected to. They’re craving content that’s real, relevant, and relationship-driven. TLDR: Less polish, more personality.

• IG post types that match the buyer’s journey: Instagram just dropped a handy cheat sheet mapping content types to each stage of the funnel, from Reels for awareness to Carousels for consideration. It's your guide for how and when to leverage IG's features at the perfect moment.

• That new, new: Rare Beauty just dropped its first perfume; described as “skin-like” and ultra-personal. It’s already climbing waitlists. Ritual launched a new sleep-support drink mix, packed with melatonin and tart cherry. Dyson dropped a surprise: Omega 9 Hair Oil. Designed to protect from heat and humidity. Yes, even in August.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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