The best way to increase email open rates? Include a subscriber’s name in the subject line.
A recent Experian study found that in addition to higher open rates, personalized subject lines have a27% higher unique click rate, an 11% higher click-to-open rate and more than double the transaction rates of other promotional mailings from the same brands.
Other proven personalization tactics include:
- Customizing subject lines based on browsing behavior
- Dynamically populating product choices based on the past purchases of the subscriber
- Triggering emails based on Instagram or Pinterest selections, connecting social media choices to email opportunities
In addition to personalization, companies should coordinate social media programs with email and mobile campaigns in order to optimize engagement across all channels.