Personalisation should feel helpful, never invasive. Use tokens with consent, tasteful context and graceful fallbacks.
For first‑name tokens, a sensible frequency guideline is to ______.
avoid it entirely because names always reduce clicks
use sparingly—once is plenty unless context truly warrants more
use it only in the unsubscribe link
repeat it in every sentence for rapport
Which personal data should you avoid reflecting in copy without explicit, informed consent?
sensitive details like health status, finances or precise location
device type
time zone
preferred language
Which personalisation style usually feels safest to new visitors?
referencing friends’ purchases by name
session or page‑context personalisation that doesn’t expose identity
importing external browsing history into copy
revealing hidden profile attributes in the hero text
To keep tokens from backfiring, your QA checklist should include ______.
disabling preview text so issues are hidden
hard‑coding a universal “Hi friend” for all users
tests for empty, null or malformed fields and readable fallbacks
adding more exclamation points to distract
When a name token is missing, the most trustworthy fallback is to ______.
insert the person’s last name by default
replace it with an emoji to feel casual
use a neutral greeting that fits your brand
leave the field blank so it’s invisible
Which subject line is the least likely to feel invasive?
“Ideas to finish your project faster”
“We tracked you to this café—buy now”
“We watched you browse at 2:13 a.m.”
“You looked lost on our site last night”
Which practice most reduces the “creepy factor” in personalised copy?
use precise location in the headline without asking
repeat the person’s name several times to feel friendly
hide personalisation so it feels “magical”
briefly explain why someone is seeing certain content and offer controls
A good preference centre for personalisation should ______.
hide controls behind multiple clicks to reduce opt‑outs
bundle consent so unsubscribing also cancels the account
require phone number before any changes
let people opt in or out of behavioural tailoring separately from email subscription
What’s a respectful way to reference a user’s city in copy?
in every subject line to feel personalised
by inferring exact neighbourhood from IP without notice
only after consent and with a clear benefit for showing it
by mentioning nearby friends to boost social proof
A safe default for first‑touch email personalisation is to ______.
open with an in‑joke that implies deep tracking
add a birthdate token to signal relevance
personalise by need or context (e.g., product category) before identity
mention pages viewed on other sites
Starter
You’re learning how to personalise without crossing lines. Keep prioritising transparency and solid fallbacks.
Solid
Nice work. Tighten token hygiene and give users more control to raise trust.
Expert!
Stellar. Your personalisation feels helpful, respectful and clearly permissioned.
