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Ken Magill

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Personalized Emails, Welcome Programs Work like Gangbusters: Experian

3/26/13

By Ken Magill

Though most marketers ask for customer data, 70 percent of them don’t use that data to personalize emails, according to a recently released study by Experian Marketing Services.

However, personalized mailings achieve 29 percent higher unique open rates and 41 percent higher unique click rates than non-personalized mailings, according to Experian’s 2013 Digital Marketer Report.

What is more, personalized triggered emails—messages sent as the result of an event or lack thereof—achieve 25 percent higher unique open rates and 51 percent higher unique click rates than non-personalized triggered emails, according to the study.

Promotional emails with personalized subject lines achieve on average a 19.5 percent open rate and 3.2 percent click rate compared to an average 15.1 percent open rate and 2.3 percent click rate for emails with non-personalized subject lines, according to Experian.

Triggered emails with personalized subject lines achieve on average a 29.2 percent open rate and 6.7 percent click rate compared to a 23.3 percent average open rate and a 4.4 percent click rate for personalized triggered emails, according to the study.

Of course, revenue per email is where the rubber meets the road here and is where personalized emails really shine, according to Experian.

Personalized promotional emails draw an average 26 cents per message compared to 4 cents for non-personalized messages, according to Experian.

Personalized triggered messages draw an average 31 cents per message compared to 19 cents for non-personalized triggered messages, according to Experian.

Another category of email that outperforms others is the welcome message, according to Experian.

“Both categories of the welcome series (informational and thank you) have open and click rates that are more than double those of promotional mailings,” the study said.

Informational welcome emails achieve on average 24.6 percent open rates and a 6.5 percent unique click rate, according to Experian.

Thank-you-for-subscribing emails achieve on average a 33.7 percent open rate and a 10.3 percent click rate, according to Experian.

By comparison, promotional emails overall achieve on average a 9.2 percent open rate and a 1.8 percent click rate, according to Experian.

The report also covers other channels, such as mobile. Download the whole thing here.

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Terms: Feel free to be as big a jerk as you want, but don't attack anyone other than me personally. And don't criticize people or companies other than me anonymously. Got something crappy to say? Say it under your real name. Anonymous potshots and personal attacks aimed at me, however, are fine.

Posted by: Heather Gray
Date: 2013-07-27 01:35:49
Subject: personalized emails

I don't like personalized emails - they are disingenuous. I immediately discard them.
Posted by: masoud
Date: 2013-06-20 08:18:31
Subject: 10

1
Posted by: Mark Vogel
Date: 2013-04-01 12:02:42
Subject: Numbers don't lie

Can't understand why marketers don't leverage existing data. Is it just simple laziness? My own experience supports these numbers. For my non-profit customers, the welcome message includes a link to make an online donation. Since they are engaged at that moment and have shown an interest in the cause, why not ask for money? :) It works.