Does Email Personalization Impress your Subscribers?

How to send personalized email marketing messages that interest your audience

Email personalization has been stressed by many email marketing companies and consultants throughout the years. The thought was that email subscribers would feel better about email messages if they were specifically addressed to them. However, this may not be the case.

Temple University Fox School of Business conducted a study this summer that showed an interesting response. According to the study, “95 percent of customers responded negatively when an email ad greeted them by name.” The study involved 600,000 customers for a total of 10 million marketing messages.

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Does this information surprise you? Many marketers participate in sales strategies that show personalized communication works. Sunil Wattal, the Assistant Professor of Management Information Systems at Fox School of Business, sees it differently. His opinion of these statistics is that personalized email messages may create a fear of privacy invasion.

According to Wattal and the co-authors of the report, “Given the high level of cyber security concerns about phishing, identity theft, and credit card fraud, many consumers would be wary of e-mails, particularly those with personal greetings.”

So how can personalization work within email marketing campaigns? Sending news about products and information that audience members want is the first step.

Although this study consisted of large data amounts, the information is worth looking at in regards to your own audience. Do personalized emails experience better rates with your own audience? Have you tested against impersonalized email marketing campaigns? If not, you may want to give it a try.

An article from Template University Fox Business School shares “four key strategies for improving email marketing effectiveness.” Take a look at those strategies now.

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