Tailored email is any marketing email, customized for a specific customer segment or individual customer. The tailoring can be in the copy, the offer, the products, the reason for emailing, etc. It is the opposite of sending one campaign to your whole email list. Tailored emails aim to predict needs, act on particular behaviors (e.g. cart abandonment) and connect more meaningfully with the recipient in order to convert them.

To be able to send tailored emails, you need customer behavior insights. When you filter your VIP customers to send them a special promo, that’s a tailored email. When you set up an automated email to cross-sell a particular complementary product, that’s an email, tailored to the customer’s order history.