At Napier, we were recently talking about how things in marketing seem to be changing rapidly. But when we took a moment and began discussing personalization we realised this wasn’t always the case.
Back in 2013, Experian Marketing Services released their 2013 Email Market Study report, which formed an analysis of growing trends, stats and proven best practises for how marketers connect with consumers through email.
The most interesting, and seemingly valuable result from this study, was the discovery that personalized emails generate six times higher transaction rates and revenue per email, a significant contrast when compared to non-personalised emails.
The study also revealed that personalized mailings have 29% higher unique open rates and 41% higher unique click rates than non-personalised mailings, with personalised trigger campaigns resulting in more than double the transaction rates. The advantages don’t stop there either, with the study revealing that multichannel retailers are seeing a 37% increase in unique open rates for emails with personalized subject lines.
The study exposed that personalisation was becoming key for marketers, and this hasn’t changed over the years. It seems personalisation has only continued to grow in importance, with consumers beginning to expect content which is tailored to their unique interests and preferences.
For example, within the study, it presented the example of a pop-up to all new visitors on a website inviting them to sign up and receive promotional emails. With marketers using new and inventive ways to collect the information needed for personalisation, it is no wonder why consumers are beginning to expect content tailored to them.
Although marketers have been testing the waters for a while, many still struggle to personalise beyond the name, making their personalisation seem cheesy. Yet these survey results propose a clear case of why marketers should continue to improve and advance their efforts, as with a better insight into how to personalise successfully, marketers will be able to achieve personalisation much more easily in the future.
To discover more and read the full study, please click here.
