Personalize Your Emails for Better Open Results
If you’re not personalizing the emails you send, pay attention. Your open rate is going to be lower.
A new study by Mailer Mailer confirms what many marketers have suspected for a while. Personalizing emails works. The only catch is… you can’t over-personalize.
So, here are the goods:
- If you personalize the subject line only, open rates average 12.9%. But, if you personalize the message only, average open rates jump to 13.2%.
- Both are still better than not using recipients’ names at all. The average rate for non-personalized email is 9.8%.
- But, get this. If you want to go overboard and use personalization in both the subject line and the message, forget it! The average open rate drops to 5.3%. Too much of a good thing, I suppose.
Now, for the paradox on click-through rates. (This is where it gets weird.)
- If you personalize the subject line only, click-through rates average 2.1%. But, if you personalize the message only, average click-through rates rise to 2.4%.
- Again, both are still better than not using recipients’ names at all. The average click-through rate for non-personalized email is a mere 2%.
- And now, the paradox. If you personalize both the subject line and the message, the click-through rate jumps to 2.8%!
So, how should you personalize your emails?
Recipients can’t click through on links they haven’t seen IF they haven’t opened your emails. So, stick with personalizing the message only, write engaging content and try to increase click-throughs organically.
Of course, the best way to know what works best for your own lists is to test it!
What’s been your experience? Have you been personalizing your emails? How do your average open and click-through rates compare with the study?
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