Nonprofits and Retailers Dominate Personalized Emails
Using the name of a customer or prospect is a fairly common practice in direct mail, but personalization was only used in less than 7 percent of all email offers received by Who's Mailing What! (WMW) in 2014. (WMW, like eM+C, is part of the Target Marketing Group.) Nonprofits and retailers accounted for more than 75 percent of the personalized emails.
Personalization was used most frequently in nonprofit/fundraising emails (40.3 percent of all personalized email for 2014). The social action (causes), politics and animals/wildlife categories within WMW accounted for half of this sector's personalized offers.
Retail came next with its use of personalization in email campaigns, 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 rounded out the top 5.
Publishing emails accounted for 12.7 percent of those personalized, with special interest magazines and newsletters-general leveraging the strategy the most. Hotel/resort promotions accounted for 60 percent of the personalized travel/tourism offers received.
The remaining sectors — B-to-B, Financial Services and Telecom/Technology — combined to account for 4.8 percent of the personalized emails sent in 2014.
For more email trends, best practices and case studies, look for the Email Marketing 2015 Report by Direct Marketing IQ 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. Cheryl can be reached at firstname.lastname@example.org.