Tip: Should you personalize your subject lines?

By David Greiner on 30th June 2006

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.

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