Most Personalized Emails Sent by Nonprofits in 2014
In direct mail, it's fairly common to use the name of the customer or prospect, as more than one-third of the mail stream is personalized. In 2014, in certain verticals like Nonprofits/Fundraising and Financial Services, personalization was present in approximately 60 percent of all mail pieces and used in almost 80 percent of Insurance mailings.
However, in email, personalization was only used in less than 7 percent of all email offers received by Who's Mailing What! in 2014. Nonprofits and retailers sent more than 75 percent of these emails.
Personalization was used the most in Nonprofits/Fundraising emails (40.3 percent of all personalized email for 2014). Social Action (Causes), Politics and Animals/Wildlife categories accounted for half of this sector's personalized offers.
Retail came in second with 35.4 percent of the personalized emails. Offers in the Consumer Catalogs and Retail Traffic Builders categories dominated this sector, while Restaurants, Pet Supplies and Men's/Women's Fashions round out the top 5.
Publishing emails made up 12.7 percent of those personalized with Special Interest Magazines and Newsletters-General using it the most.
Hotel/Resort Promotions accounted for 60 percent of the personalized Travel/Tourism offers received. Travel/Tourism made up only 6.8 percent of those personalized.
The remaining sectors — B-to-B, Financial Services and Telecom/Technology — combined had 4.8 percent of the personalized emails in 2014.
For more email trends and best practices, look for the Email Marketing 2015 special report by Direct Marketing IQ, due to publish in April.
For details on personalized email offers and more, request a free Who's Mailing What! demo at www.whosmailingwhat.com/demo
Cheryl Cagle is database/affiliates director for Direct Marketing IQ, the home of direct marketing research, and Who's Mailing What!, the most complete library of direct mail and email. Reach her at email@example.com