Email Marketing Study Touts Personalization as Key to Increasing Open Rates
Thursday, February 13, 2014

A 2013 email marketing study by Experian Marketing Services released last week shows that personalizing emails can increase open rates by 29% and click rates by 41% over nonpersonalized emails.

This latest research echoes earlier studies by MailerMailer and MailChimp showing that personalizing emails drives higher response rates.

The impact of personalization in the Experian study showed variances by industry:

Online Legal Marketing

In addition, Experian noted several emerging trends when it comes to email marketing, including:

Popup windows:  marketers using pop-up windows to collect email addresses from visitors grew 107% in 2013 vs. 2013, with a total of 45% of marketers saying they used this tactic.

Responsive design:  the use of responsive design – which allows an email to be read on multiple platforms, including mobile – more that doubled in 2013 from the previous year.

Social network promotion:  marketers using email to promote their social networks increased significantly in 2013.

The Experian study recommended several proven tactics for email marketing:

Segmentation by activity – using past activity data to segment email campaigns increases open and click rates.

Activity triggers – emails sent to visitors that have abandoned a shopping cart or browsed a specific page increase response rates.

Opt-in emails – sending opt-in confirmation emails result in 3.3 times higher click rates.

E-receipts – sending an e-receipt with up-sell or cross-sell opportunities enjoy the highest click and transaction rates.

Lastly, recipients who are loyal to a specific brand are much more likely to engage with that brand and respond to emails.  Making sure your email list is populated with those who have opted in to receive your emails or have already had a positive experience with your firm will make it much more likely that your emails will fall on receptive ears.

 

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