How Tesco Is Transforming Email Marketing with Hyper-Personalisation 📬

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October 28th, 2024

Hey there, email innovators! 🚀

Get ready to dive into the boldest email strategies making waves right now.

This week, we’re exploring how Tesco turned personalization from a buzzword into a 10-million-email powerhouse, why some of the smartest cold email agencies swear by a “less is more” approach, and which top email tools could redefine your strategy in 2025. If you’re looking to captivate, convert, and stay ahead of the curve, this edition is packed with the game-changing insights you need.

Let’s level up your email playbook and turn every send into something unforgettable!

📰 Upcoming in this issue

• How Tesco Took Personalisation from Buzzword to Re …

• How I Became "The King of Cold Email" and Scaled a …

• Best Email Marketing Software for 2025 📧 watch th …

How Tesco Took Personalisation from Buzzword to Reality 🛒 read the full 1,240-word article here

Article published: October 28, 2024

Imagine opening an email from your favorite supermarket, and it's like they’ve read your mind—from showing you live updates on your Clubcard points to suggesting recipes based on items you bought last week. This is the kind of next-level personalization Tesco has achieved under the leadership of Elly Hancock, who transformed the company’s email marketing from bland and generic to hyper-tailored and deeply engaging.

At the Think Summit, Hancock shared how her team went from drowning in “one-size-fits-all” emails to creating 10 million unique versions of each send, thanks to real-time, behavior-based personalization. By leveraging platforms like Movable Ink, Tesco’s emails now adapt dynamically to each customer's habits and preferences, showcasing relevant products, timely greetings, and personalized discounts. The results speak for themselves: a 250% increase in click-through rates for behavior-targeted offers, and a 26% overall boost in engagement.

In a market flooded with generic “batch-and-blast” emails, Tesco’s approach stands out. And while it didn’t happen overnight, Hancock’s commitment to innovation and data-driven testing helped her team craft an experience that genuinely resonates with Tesco’s 20 million Clubcard members.

Key Takeaways:

• 🎨 10 Million Unique Versions: Tesco’s new system personalizes every email, creating up to 10 million unique versions each week based on customer behavior.

• 🚀 250% Increase in Clicks: Dynamic product recommendations, tailored to individual browsing habits, led to a 250% surge in click-through rates.

• 📊 Engagement Up 26%: Adding real-time details like Clubcard points in the email header lifted overall engagement by 26%.

• 💡 Test, Iterate, and Be Brave: Hancock’s advice for marketers? Don’t assume—test everything, bring stakeholders along, and be willing to take risks in the pursuit of personalization.

How I Became "The King of Cold Email" and Scaled a High-Impact Outreach Agency 💌 watch the full 49-min video here

Video published: August 20, 2024

When I first started in the world of cold email, I never imagined it would turn into a six-figure business working with Fortune 500 clients. But here I am, sharing my journey and all the hard-won lessons that got me here. In this interview with Travis Chappell, we dive deep into how I went from being a startup founder with a tech background to building a bootstrapped agency that’s redefining how companies reach their ideal customers through cold email.

One of my biggest takeaways? Profitability is everything. Raising capital may look glamorous, but if you can’t build a profitable model, you don’t have a sustainable business. Over the years, I learned that creating hyper-targeted, value-driven email outreach—without relying on mass blasts or spammy tactics—was the secret sauce that got us into the inboxes of major C-suite executives. And with today’s stricter email algorithms, it’s more critical than ever to master the art and science of cold email.

If you're curious about launching your own successful agency or just want to know what it takes to build real relationships through email, this conversation is packed with actionable insights.

Key Takeaways:

• 💡 Start with Profitability: Forget the “scale at any cost” mindset. Building a business on a profitable model is key to sustainable growth.

• 📩 Cold Email Isn't Dead: Effective cold email can still get you into the inboxes of major decision-makers—if you personalize and avoid mass-send pitfalls.

• 🎯 Quality Over Quantity: We now send fewer than 20 emails per inbox daily to dodge spam filters, using multiple domains to maintain our clients' reputations.

• 🤝 Resilience Attracts Allies: Handling failure with integrity and grit will earn you the respect and support of mentors and investors for future ventures.

Best Email Marketing Software for 2025 📧 watch the full 14-min video here

Video published: October 25, 2024

After seven years in the online business world, Anastasia from Anastasia Blogger has tried nearly every major email marketing tool. In her latest video, she breaks down her top recommendations for 2025, based on firsthand experience with platforms ranging from free options for beginners to advanced tools for scaling businesses.

Anastasia's picks cover different needs, from creators on a budget to brands looking for powerful automations. With her insights, viewers can skip the trial-and-error process and get straight to the tools that offer the most value and functionality. She even calls out some common traps (like MailChimp's limitations), so business owners don’t get stuck with a costly or ineffective solution. If you’re considering an email marketing switch, this video provides a concise, practical overview.

Key Takeaways:

• 🚀 Kit (formerly ConvertKit): Great for creators with up to 10,000 subscribers on its free plan. Kit includes essential automations and even allows product sales at no cost.

• ⚙️ ActiveCampaign: The go-to for advanced automations and CRM integration, with top-rated deliverability. Ideal for businesses aiming to scale.

• 💰 Flodesk: Perfect for large lists on a budget, offering unlimited subscribers and email sends for just $38/month—a rare find in the industry.

• 📊 MailerLite: Affordable and straightforward, this tool provides solid basic automations and a clean interface, making it a top choice for small lists.

My Last $.02

In today’s crowded inboxes, generic doesn’t cut it. Knowing how to create hyper-targeted, impactful emails can transform a one-way message into a real conversation—and ultimately, lasting relationships. Whether you’re personalizing at scale like Tesco, building a lean, high-impact agency, or selecting the best tech for 2025, mastering these strategies means standing out, driving engagement, and staying relevant.

Let’s make every email count in ways that matter!

Until next time, happy emailing!

Adam

Adam Rosen
Founder
Email Outreach Company
New York, New York
www.eocworks.com