Personalization
In previous posts we have already presented the results obtained after testing two subject lines, one with name personalization and one without.
They showed the positive impact of personalization in terms of open saudi arabia mobile phone number list rate and click to rate. The Yes Lifecycle Marketing study shows how personalized subject lines generated 50% more openings and 58% more CTO than non-personalized subject lines.
Another interesting fact is that the subject lines in which the personalized variable was different from the name, are the ones that obtained the best results. Some examples of this type of personalization are:
Sender Personalization: Ivy, Marie sent you a gift
Customize your favorite team: Kick Off Baseball Season with The Fighting Mongooses Branded Tees!
Personalizing the points accumulated in a loyalty program: You´re 290 points away from earning a West Advantage Rewards Certificate!
Expiration Date: Will You Need Home Insurance After June 20th, 2017 ?
Length
Another interesting aspect analyzed in the study is the impact of subject line length. It should be noted that with the widespread use of mobile screens, subject line length has gained prominence as a variable that affects opening rates. One of the reasons is the limited number of characters that mobile screens usually support. For example, according to Litmus research on subject line length, in order for them to fit within the limits of mobile screens, they should have a maximum of 35 characters.
If we look at the following table, we can see that only 5% of the emails analyzed had a subject line between 1 and 20 characters. However, they were the ones that performed best with a CTO of 12.9%.
Source: Yes Lifecycle Marketing
Every industry, brand and audience is different, so it doesn't make sense to take this data as a universal reference. We believe that it is most interesting to use it as a starting point for the analysis and testing that is carried out in each particular case to improve email marketing metrics.
