With Email, One Size Does Not Fit All – Direct Marketing News

Designing one-size-fits-all email campaigns may be easier than crafting tailored messages. But not necessarily more effective. According to The 2013 Digital Marketer benchmark and trend report by Experian Marketing Services, 70% of brands surveyed admit that they do not personalize the email messages sent to their subscribers. However, adding that personal touch can truly pay off, as triggered emails with personalized subject lines generated a 29.2% open rate compared to those without personalization (23.3%).
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