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BizReport : Email Marketing : August 26, 2015

Study: Personalization key for email engagement

Constant Contact has released new data that may have some changing their email strategy to include more personalization - or to ensure the personalization they thought was in place is actually active. According to the report personalized email campaigns result in up to 150% higher open rates.

by Kristina Knight

Researchers looked at how brands are segmenting and personalizing email campaigns and found that emails sent to 35 or fewer subscribers, which suggests more personalized messaging, saw open rates of 55%. Emails send to more than 7,500 subscribers saw open rates of 14%. On average, email open rates are 22%.

On average, Nonprofits hold a 29% open rate while B2C brands average 23% open rates and B2B brands average 20%.

"This study provides conclusive proof that personalizing the emails you send, so that you're speaking directly to specific interests and wants of a subscriber, not only strengthens the relationship with subscribers, it results in better campaign performance," said Jesse Harriott, chief analytics officer at Constant Contact. "Small businesses tend to be great at developing authentic customer relationships and this data underscores the marketing value of those relationships."

Some interesting takeaways from the Constant Contact report include:

• 51% of emails are opened via mobile device
• Of those opened via mobile 38% are opened via smartphone and 11% via tablet
• Religious organizations have the highest average open rate (38%) for nonprofits
• Sports & Rec brands hold the best B2C open rates (26%)
• Professional Services hold the best B2B open rates (26%)

Image via Shutterstock

Tags: Constant Contact, email marketing, email personalization, personalized advertising

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