Personalized promotional emails sent during 2013 had 26% higher unique open rates and 41% higher unique click rates than non-personalized mailings, according to a recent report from Experian Marketing Services.

Personalized triggered marketing mailings had similar lifts, with 25% higher unique open rates and 51% higher unique click rates.

The effectiveness of personalization varied by industry, Experian's analysis found: CPG (+6%) and media (+15%) organizations recorded smaller increases in unique open rates, whereas travel (+65%) and multichannel (+37%) retailers registered major jumps.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji