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BizReport : Email Marketing : July 20, 2011

MailerMailer: Consumers wary of email subject line personalization

MailerMailer has released a new report that reveals using an email recipient's name in the subject line has little or no effect on click rates.

by Helen Leggatt

mailermailer logo.jpgEmail marketers may be better off personalizing just the message body of their emails. Why? Because, says Raj Khera, CEO of MailerMailer, the tactic of personalizing email subject lines has been one well-used by spammers.

MailerMailers report found that personalization of the email subject line generated a 0.8% click rate while personalization in the message itself had a higher click rate of 3%, the same as if an email was not personalized at all.

Shorter email subject lines perform better, too. Those containing 4 to 15 characters attract the highest open rates of 14.1% while those with 51 or more characters had open rates below 10%.

As other research has found, timing is important. MailerMailer's report found email is most likely to be checked in the morning; open rates spike between 6 a.m. and 11 a.m. Furthermore, recipients are most likely to open and click on an email on Sunday with messages generating a 12% open rate and 4% click rate. The lowest open and click rates occur on Thursdays, at 11% and 2%, respectively.

"With email earning $44.00 return on investment for every $1 spent, it maintains its position as the most efficient and cost effective method of communication," says MailerMailer in its report. "Furthermore, over 50% of Internet users prefer to engage with brands through email than any other method."

Tags: consumer behavior, email marketing, email response rate, email trend, MailerMailer, personalization, spam

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