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Experian-Email-Personalization-Lift-Mar2013Personalized promotional and triggered emails deliver stronger open and click rates than their non-personalized counterparts, and also generate higher transaction rates and revenue per email, details Experian Marketing Services [download page] in a new study. For promotional mailings, emails with personalized subject lines had an average open rate of 19.5%, compared to 15.1% for those without personalization.

The results stand in apparent contrast to study findings from MailerMailer last year. That study found that emails with the subject line personalized had lower open and click rates than those without personalization. The difference could be attributable to the sample set analyzed. The MailerMailer study took a broad view, looking at opt-in emails as a whole, while the Experian study analyzed promotional and triggered emails only.

For triggered emails, those with the subject line personalized had an average open rate of 29.2%, about 25% higher than the rate for those without personalization (23.3%).

As for unique click rates, personalized emails outperformed their counterparts for both promotional emails (3.2% vs. 2.3%) and triggered emails (6.7% vs. 4.4%).

The Experian study also finds personalization providing a significant lift in transaction rates and revenue per email:

  • For promotional mailings, transaction rates were 7 times higher (0.35% vs. 0.05%), while for triggered mailings, they were more than twice as large (0.62% vs. 0.25%); and
  • For promotional mailings, revenue per email was more than 6 times higher ($0.26 vs. $0.04), and for triggered messages, they were 63% higher ($0.31 vs. $0.19).

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