Email personalization is a tactic used by many marketers today. Of course, they’re doing it for a good reason.
Long gone are the days of one-size-fits-all messaging. Instead, modern marketers are striving to leverage personalization in emails that feel like they are custom-made for the individual.
- …stand out within the inbox as highly relevant, tailor-made material.
- …make an email more likely to be opened and clicked on.
- …strengthen customer experiences by sending the right content to the right people at the right time.
This is just the tip of the iceberg when you look at the benefits of email personalization. Today, marketers are going far beyond leveraging subscribers’ first names– they’re working hard to find ways to use smart, relevant email marketing to create new opportunities.
But don’t just take our word for it. Check out some of these email personalization stats that might surprise you. Take a look at the numbers we’ve collected to see how important this approach is within the modern email setting.
Email personalization stats
These 15 email personalization stats help tie some hard numbers to the buzz around email personalization. No matter how you slice it, personalization is helping boost the success of email marketing strategies across a wide array of industries.
1) Sixty-six percent of marketers are working toward securing internal resources to execute personalized marketing programs. – Conversant Media
2) Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – Aberdeen
3) When asked to prioritize one capability that will be most important to marketing in the future, 33% of marketers answered: “personalization.” – Adage
4) 74% of marketers say targeted personalization increases customer engagement. – eConsultancy
5) Only 39% of online retailers send personalized product recommendations via email. – Certona
6) Emails with personalized subject lines are 26% more likely to be opened. – Campaign Monitor
7) Personalized emails deliver 6x higher transaction rates. – Experian
8) 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. – DemandGen
9) 94% of customer insights and marketing professionals across multiple industries said personalization is “important,” “very important,” or “extremely important” for meeting their current email marketing objectives. – Conversant Media
10) Segmented and targeted emails generate 58% of all revenue. – DMA
11) Marketers have noted a 760% increase in revenue from segmented campaigns. – Campaign Monitor
12) Marketers see an average increase of 20% in sales when using personalized experiences. – Monetate
13.) 50% of companies feel they can increase interaction within email by increasing personalization. – Experian
14) Some brands have recorded 8x improvement on click-through rates with a personalized video versus standard outbound email campaigns. – Marketing Land
15) The open rate for emails with a personalized message was 18.8%, as compared to 13.1% without any personalization in 2016. – Statista
Email personalization tips
Now that you have some compelling stats about email personalization let’s look at a few specific tips for how you can immediately incorporate personalization into your email efforts.
1. Leverage dynamic content.
Dynamic content allows you to determine who sees what content for each block of content within an email. Essentially, that means you can show different email content to different segments or lists for a specific campaign, as seen in the example below.
Using Campaign Monitor, you can create multiple versions of the same email that’s personalized for different sets of subscribers based on the information you have about them (like whether they’re male or female, their purchase history, etc.)
Bonus: You can do this without having to create a new email every time– it’s all done within a single campaign.
2. Harness the power of integrations.
By integrating your email platform with other sources of subscriber information (like your CRM and e-commerce platform), you can build out robust profiles that help you deliver highly personalized emails.
From there, you can leverage information like name, demographic data, purchase history, etc., so your emails can instantly become much more relevant and engaging.
3. Use automation to boost relevancy.
Automated customer journeys are all about sending the right information at the right time, which is ultimately another form of personalization.
Emails that are triggered to send after a subscriber takes action or reaches an important milestone (like a spending threshold or membership renewal date) show that your brand is paying close attention to every customer.
The other benefit of using personalization this way is that it allows you to capture the momentum of important moments and turn them into moments for re-connection with your audience members. From birthdays to loyalty programs and beyond, the possibilities are endless when it comes to these opportunities for engagement and sales.
4. Pair with personalized landing pages.
Personalization that begins in an email should continue to flow to the next destination, like a landing page. Keep the forward momentum moving by building out personalized landing pages with tailored content based on the email that leads the subscriber to this point.
By keeping the attention focused on the message from your email, you can align the experience at the next destination for greater continuity. The entire journey is streamlined, and there’s less confusion about how the reader can keep following the path to conversion.
You’ve got the stats that show how personalization in email can produce impactful results for your brand (and you know the best practices for implementation, too.) All that’s left to do is to start creating your personalized email campaigns and testing to see which tactics work best for your audience. We think you’ll be impressed with the results.