Personalization is supposed to make our lives easier, but it often fails to hit the mark. In a case study, EmailOpShop tested out some new personalization tactics and found that even small changes can make a big impact on engagement. By adding the customer’s name in the subject line, using personalized product recommendations, and offering promotional deals based on their browsing history, EmailOpShop was able to see a 9% increase in email open rates and a 5% increase in click-through rates. However, it’s important to note that personalization isn’t a one-size-fits-all solution and that testing new tactics is key to finding what works for your audience. So, if you want to avoid being relegated to the dreaded “spam” folder, it’s time to step up your personalization game.
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Personalization always boosts performance – right? Here we once again test that conventional wisdom. Read on for links to the first two personalization tests we did for this client. As always, don’t just take these case study test results and apply them to your own program – do your own testing to see how your email subscribers respond to personalization. Case Study: Testing Personalization, Take 3 Background Many of the products this client sold were themselves personalized with company logos and names. As a result, showing products that were personalized with the recipient’s name or company logo seemed to make a lot of sense. This was the third personalization test we did; it was to be a ‘tie-breaker.’ At this point, we had one test that showed a 96% increase in revenue from personalization, and another test which showed a 67% decrease in revenue from personalization. So this test was
Testing personalization, take 3 [case study] was originally published on Email Optimization Shop by Jeanne Jennings
