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[Chart] How Personalization Increases Email Open Rates

Egan Cheung
Manager, Revenue Performance Analytics

What's in a name? When it comes to email marketing, a lot.

We were discussing subject line personalization this week, and to settle the debate, we looked at 202 Million emails sent in January 2011.

It turns out that personalizing your subject line can help – if you do it right.  Emails with someone’s name have open rates about 4.7% over the average. Subject lines that use the recipient's company name have a lower average rate by 2.6%.

Nothing beats putting in timely and relevant information that you have gathered about your contacts interests, for example by indicating that the event your promoting is in the city they are in. Using this type of custom personalization leads to an almost 10% increase.

Here are some sample subject lines we found that illustrate the point:

1 - Personalized with name -  “Joel", it’s time to renew your xyz seasons tickets --> 65% open rate!

2 - Personalized with company - Presentation for “Company” --> 2.4% open rate

3 - Personalized with custom information - See You this Week at the Road show  in “Toronto” --> 40%

What about exclamation points? They don’t seem to be helping open rates, but they make for a catchy chorus!!!

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