Five Things You Need to Know for Successful E-mail Personalization

5. Balance distinctive information with relevance. The value of distinctive customer information, such as a first name or the fact that a given customer buys gifts for her nephew, is enhanced by highly relevant messaging, such as new products that fit that same customer’s past purchase preferences.

While click-through rates on highly distinctive, highly relevant e-mails are almost always greater than non-personalized messages, maintaining highly personalized messages with no relevance actually results in lower click-through rates than non-personalized messaging, the whitepaper notes. Be prepared to fill both sides of the equation to get the most benefit.