A report that came out from the Aberdeen Group titled, “Email Marketing: Get Personal with Your Customer,” found almost unanimous agreement (96% of respondents) that email personalization can improve email marketing performance.

According to the Marketing Sherpa, “Relevance is King” and in the world of Open or Deleting of emails, relevance is personalization. Those who still think that personalization is addressing your recipients with first names, it’s time to move to the next level. Relevant subject lines generate higher opens, relevant content increases website traffic, and in turn increases conversion rates, sales and ROI.

The research used A/B campaign testing, with and without advanced personalization techniques and found the following;

• Click through rates improved 14 percent
• Open rates improved 6 percent
• Conversion rates improved 11 percent
• Customer retention rates improved 8 percent