E-mail Killers Strike Again

Posted on by Chief Marketer Staff

Is there anything e-mail related that spammers can’t ruin? First they killed graphics; Internet service providers block them. Now they’ve apparently wrecked personalized subject lines.

While e-mails with personalized messages achieve high clickthrough rates, those with personalized subject lines do not, according to MailerMailer’s e-mail marketing metrics report for the second half of 2007. Moreover, nonpersonalizede-mails outperform those with subject line-only customization.

Messages with personalized body copy pulled an average clickthrough rate of 4.54%, the e-mail list management firm noted. This is a fairly significant increase from the first half of 2007, when custom e-mail messages typically got 3.15% clickthroughs.

Meanwhile, the clickthrough rate for e-mails with both personalized copy and subject lines was less than half that


Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by Patricia Odell

Julie Barry, director of global brand for Velcro Cos., talks about her favorite Velcro product at PROMONext: Leaders in Promotion Marketing Conference.