Want To Boost Email Open Rates? Start Personalising Your Prospects Now!

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email-marketing-and-social-media

If you want to boost your email marketing open rates more, you need to really pay attention to recepient’s personalisation.

According to a recent study of more than 100 billion emails sent in 2014 and 2015, sending more personalised email campaigns can result in open rates being lifted by nearly 150 percent.

What’s more, the study implies that segmentation is a great way to customise email campaigns, with the data showing that campaigns sent to 35 subscribers or less saw the best average open rates of 55 percent. Conversely, campaigns sent to more than 7,500 subscribers, which suggests little personalisation, averaged a 14 percent open rate. For the sake of comparison, the average open rate is 22 percent.

This study provides conclusive proof that personalising the emails you send, so that you’re speaking directly to specific interests and wants of a subscriber, not only strengthens the relationship with subscribers, it results in better campaign performance. Small businesses tend to be great at developing authentic customer relationships and this data underscores the marketing value of those relationships.

Additional data shows that subscriber domain can also influence open rates. For instance, campaigns set to Comcast Cable, Verizon Wireless and Cox Communications email addresses saw the highest open rates, while AOL, Hotmail and Yahoo saw the lowest open rates. It is also important to note that nonprofits averaged higher open rates at 29 percent than both their business-to-consumer (B2C) and business-to-business (B2B) counterparts.