We all like to believe we’re special. Or as anthropologist Margaret Mead wryly put it, “Always remember that you are absolutely unique — just like everyone else.”
That belief (or state of denial) is why so-called “batch and blast” email is usually less effective than email campaigns customized to your unique market. In a recent study of marketing professionals by Experian Marketing Services, 62 percent said a personalized email subject line is crucial.
The study also revealed that personalized promotional emails generated transaction rates and revenue per email six times higher than non-personalized emails. The personalized mailings had 29 percent higher unique open rates and 41 percent higher unique click rates. For triggered email campaigns (in which emails are triggered by a calendar event, a business action or an action taken by a website visitor), personalization doubled transaction rates…
Reasons to Ditch “Batch and Blast” and Get Started with Email Marketing Personalization
