We have all received snail mail with our first name in an enclosed letter. "Mark", you have won $1,000,000 dollars!. How I wish. However, marketers have used email marketing to capture response at the right moment by using personalization. It is a known fact that recipients are more likely to open email that is more relevant and targeted towards their business.
We recently supported one of our customers with an email campaign with specific content that was targeted towards decision makers and influencers in their customer accounts. Even though the content was personalized to to the specific persona, we did not see the open rate we anticipated. After reviewing the results and content, we decided to include the company name of each recipient into the subject line.
The open rate for emails delivered with the company name in the subject line increased by 11.5%. Based on this response, we determined that the use of the company name made the emails more targeted and relevant to the recipients.
Capturing response at the right time is critical to breaking through the noise barriers created by competing marketing messages. Use a variety of multi-channels and personalization techniques to increase reach and response with content that resonates with your recipients.