The Facts Don't Lie about Email Personalization

At Rapleaf, we love data and we love email personalization, so it only makes sense that we love data-driven email personalization too. We’d marry it if we could.

But this week’s blog post isn’t about warm, fuzzy emotions. It’s about the cold, hard facts, and the facts are all saying one thing: email personalization is the way to go.

FACT: 40% of consumers buy more from retailers who personalize across all channels.

FACT: 41% of consumers buy more from retailers who send personalized emails.

FACT: 44% of consumers say they value these customer-centric emails.

FACT: Personalized emails are crushing it. They engage, they incite, and, gosh darn it, people like ‘em.

All these stats (except maybe the last one) come from a study in which MyBuys and the e-tailing group surveyed 1,100 consumers about their online shopping experiences. Now, I know what you’re thinking. 1,100 consumers isn’t THAT many. More shoppers camp outside a Walmart for Black Friday, right? Probably…but that’s beside the point. MyBuys ranked its own database of 250 million consumers and found these cold, hard facts.

FACT: Customer-centric marketing increases total online sales by 25%.

FACT: It also increases customer lifetime value by 300%.

FACT: That means hundreds of millions of people like personalized emails. That’s basically all of America.

Once again, all of those stats (except maybe the last one) are from MyBuys’ own research. Wait a second, I know what you’re thinking again. MyBuys is only looking at e-tail. So personalized retail emails are great, but what about other industries? Well, online events and venues database Eventful has a case study with some cold, hard facts just for you.

FACT: Email personalization boosted open rates by 26% and clickthrough rates by 97%.

FACT: It also boosted the reactivation of inactive email subscribers by 400%.

How’s that for some dropped knowledge? Personalized emails increase opens and clickthroughs and purchases and customer satisfaction. It doesn’t matter whether the email is about buying shoes online or figuring out where Bruno Mars is performing next. Most importantly, people like personalization. They like it so much they’ll even return to your active subscriber list.

FACT: Using consumer data to personalize your emails just makes sense.

And the facts don’t lie.

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