Dive Brief:
- New email open rate research by Constant Contact found personalization increased opens by up to 150%.
- The study also found mobile devices are used for the majority of email opens at 51%.
- Constant Contact’s research was based on more than 100 billion customer emails sent in 2014 and 2015.
Dive Insight:
Constant Contact looked at hundreds of billions of customer emails sent in the last two years for insights into open rates and found that personalizing emails exponentially boosts open rates. Other findings include non-profits had the highest open rates at 29%, followed by B2C at 23% and B2B at 20%.
“We always recommend to our customers that they segment and personalize their email campaigns to get better results, and this data strongly indicates that segmented lists yields better results,” Ron Cates, director of digital marketing education at Constant Contact, told Marketing Dive. “Campaigns sent to 35 subscribers or less — indicating more personalized content — saw the best average open rates of 55%, while campaigns sent to more than 7,500 subscribers averaged about a 14% open rate.”
He added that the research revealed other trends, such as along with nonprofits, other industries including sports and recreation and manufacturing companies showed strong results proving that “businesses can also cultivate a passionate and engaged audience.”