Personalization in email marketing is effective.
I have a lot of subject lines in my data set which look like this:
- Joe, some things never change…
- JOE, Last Chance To Get 25,000 Hilton Honors Points ⏲️
- Save up to $15 through midnight, Joseph
- Hope you’re hungry, Joe
- Joe, Here’s A Hometown Gift to Say ‘HAPPY BELATED BIRTHDAY’
- Be My Valentine, Joe?
- {First_Name}, your cleansing and moisturizing kit is on its way!
- %%FIRST_NAME%%, be the first to try our organic smoothies!
If you are an email marketer, you know what you’re looking at. These subject lines have the recipient’s name automatically inserted before the email hits their inbox, hence the {First_Name} and %%FIRST_NAME%%.
But should marketers actually personalize their emails like this? (more…)