Home Resources Blog

Campaign Monitor makes it really easy to personalize the subject of your email with your subscriber’s name and email address. The big question is, should you do it?

Here’s some nice research from MediaPost’s Melinda Krueger on some recent tests she performed on this very topic. The results were very positive. So positive in fact that every campaign that had a personalized subject achieved a better open rate and often click-though rate.

But before you start personalizing every email you send, she also had these important words of advice:

“Beware of forcing personalization. Gratuitous personalization can make you sound like a huckster and detract from your message and your brand. Even though these results are pretty impressive, this client did not use personalized subject lines 100 percent of the time.”

Let’s also not forget that the option to even consider personalization depends on the quality of your list. There aren’t many bigger email marketing mistakes than to receive a personalized email with someone else’s name.

Our recommendation. If you’re confident in the quality of your subscriber name data then try this for your next campaign. See if there was an improvement in your open and click-through rate and make a judgment call yourself.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
Straight to your inbox

Get the best email and digital marketing content delivered.

Join 250,000 in-the-know marketers and get the latest marketing tips, tactics, and news right in your inbox.

Subscribe

See why 200,000 companies worldwide love Campaign Monitor.

From Australia to Zimbabwe, and everywhere in between, companies count on Campaign Monitor for email campaigns that boost the bottom line.

Get started for free