Make the message feel meant for the person receiving it.
I connect audience data, visual strategy, and the customer journey to create more relevant, engaging, and personalized marketing experiences.
A visual built around belonging, not just a merge field.
One campaign. Personalized experiences.
Dynamic personalization changes selected elements of a marketing experience based on a person’s identity, behavior, intent, current context, or desired transformation.
The goal is not to create an entirely different campaign for every person. The goal is to strategically change the elements that will make the experience more meaningful.
Identity
Behavior
Intent
Context
Transformation
Copy & headlines
Language that reflects what matters at that moment.
Images & visual concepts
Creative built around identity, context, or intent.
Offers & recommendations
The most relevant next option, not every option.
Calls to action
A next step that matches the recipient’s journey.
Timing & urgency
Messages shaped by when action is most useful.
Follow-up messages
A connected experience that continues over time.
Their name gets their attention. The visual shows why the message matters.
A recipient’s first name is one of the most recognizable pieces of identity data available to a marketer. That name can appear in the email copy, but it can also be dynamically embedded within an image created for the campaign.
The name alone, however, is not the strategy. Its meaning comes from the visual concept surrounding it.
A Dynamic Message Visual™ uses a consistent graphic template with a dynamic element that reflects the recipient’s identity, behavior, intent, context, or transformation.
This seat is reserved for
Jordan Leaders in Engineering · San FranciscoThe dynamic element: Jordan's name
The strategic meaning: A place is waiting
Personalization in practice.
Two event campaigns that carried the personalized experience from the inbox into the room.
From invitation to belonging.
A personalized event campaign that used a belonging-focused visual, then connected the digital invitation to the in-person name badge experience.
registrations
attendees
Registration to attendance rate
A place in the room, before arrival.
A sequential personalized campaign that built anticipation across multiple touchpoints, moving from an invitation visual to a reserved seat and a personalized name badge.
Invitation → Reserved seat → Name badge
Presented by Harvard Alumni in Tech in collaboration with Accel.
The Dynamic Message Visuals™ Starter Kit
How to Strategically Create and Place Personalized Visuals in Email
I am turning the strategy behind my own campaigns into a practical Starter Kit for marketers who want to move beyond basic first-name personalization.
The Starter Kit will help marketers plan, create, place, test, and measure personalized visuals in email campaigns without starting from scratch.
TO VISUAL
DYNAMIC MESSAGE
VISUALS™
+
WORKBOOK
Inside the Starter Kit
- ✓ A step-by-step strategy guide
- ✓ A campaign planning workbook
- ✓ Audience and visual-mapping tools
- ✓ Data-readiness and testing checklists
- ✓ A completed InnerCircle campaign example
- ✓ Production, accessibility, preflight, and measurement checklists
- ✓ Companion video lessons
What marketers will learn
- ✓ Identify the audience information available to you
- ✓ Decide what information is appropriate to use
- ✓ Turn audience data into a relevant visual concept
- ✓ Match the visual to the recipient's stage in the journey
- ✓ Use merge fields, fallback text, and testing procedures
- ✓ Place personalized visuals strategically within an email
- ✓ Measure whether the personalization influenced engagement
For marketers ready to move beyond a first name in the subject line.
Who is it for?
Designed for email marketers, consultants, entrepreneurs, nonprofit and association marketers, and small marketing teams that want to create more relevant email experiences without building a complicated personalization system.
If the basics of email marketing are already familiar, but the goal is to do more than insert a first name into the copy, this Starter Kit is the next step.
Have a campaign that could benefit from dynamic personalization?
Dynamic personalization strategy & campaign design