Tags: email | personalization | response rates | marketing

Does Email Personalization Improve Response Rates?

By    |   Tuesday, 20 Jan 2015 03:09 PM

Email remains one of the most powerful and responsive forms of online marketing.

But email marketers often forget one of the best techniques to improving response rates: personalize your emails.

The facts are compelling that email marketers can improve their response rates by taking care to personalize their messages to make them stand out in recipients' crowded inboxes.

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The number of emails received goes up each year, and "as the number of emails goes up, the engagement with those emails goes down," Erik Schulze, VP of customer experience and consumer strategies at Yes Lifecycle Marketing, told Direct Marking News. "So for marketers, it's much more important to have a more personalized discussion or address personal needs through email."

An Experian study found that personalized emails had a 29 percent higher open rate and 41 percent unique click-through rate.

Experian also found that including personalized product recommendations into transactional emails can generate a 20 percent increase in revenues.

Schulze said personalization can include specific details such as a recipient's name or a birthday mention.

Researchers found that beginning an email with a person's name had a 68 percent open rate, while a similar email without a name got a 28 percent open rate.

But Schulze warns that email marketers must go far beyond those simple elements and should update their approach to email personalization.

The goal is to make each email personal for each individual who opens it.

The elements that a marketer uses should often depend on the device.

A study by eConsultancy found that 41 percent of mail is now opened on mobile devices, and mobile content is consumed at different times and in different ways.

It's vital to recognize when and where a customer will receive a message, and that will determine your approach with personalizing content, Schulze said.

He stressed that marketers should also use personal information from the past to focus on predicting customers' actions in the future.

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Schulze concluded: "Always remember that you're trying to have a relationship with a single individual, never one big mass."

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Email remains one of the most powerful and responsive forms of online marketing. But email marketers often forget one of the best techniques to improving response rates: personalize your emails.
email, personalization, response rates, marketing
376
2015-09-20
Tuesday, 20 Jan 2015 03:09 PM
Newsmax Inc.
 

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