Research released last year by MailChimp and by MailerMailer supported the notion that personalized emails drive higher responses rates. A new study from Experian Marketing Services adds to the discussion: according to the study, which covers brands’ email activity in 2013, emails with personalized subject lines enjoyed 26% higher open rates than those without (19.4% vs. 15.4%).
Obviously that average is going to differ across industries and brands, as noted in the MailChimp study referenced above. According to Experian, travel brands experienced the biggest difference in unique open rates between emails with and without personalized subject lines, of 65% (28.5% vs. 17.3%). Multi-channel retailers (37%) and catalogers (36%) also saw a higher-than-average gap between personalized and non-personalized emails, while publishers (1%) saw the smallest difference. Read the rest at MarketingCharts.