Personalization in email marketing: the role of noninformative advertising content
Randomised field experiments with three companies and millions of recipients; recipient's name in subject line raised opens from 9.05 to 10.80 per cent (20 per cent), leads from 0.39 to 0.51 per cent (31 per cent), and cut unsubscribes from 1.2 to 1.0 per cent (17 per cent).
Randomised field experiments with three companies and millions of recipients; recipient's name in subject line raised opens from 9.05 to 10.80 per cent (20 per cent), leads from 0.39 to 0.51 per cent (31 per cent), and cut unsubscribes from 1.2 to 1.0 per cent (17 per cent).
Written from the abstract read 2026-10-12.
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Reproduced as it was written when this source was checked, figures and all.
doi:10.1287/mksc.2017.1066. Abstract read: randomised field experiments with three companies and millions of recipients; recipient's name in subject line raised opens from 9.05 to 10.80 per cent (20 per cent), leads from 0.39 to 0.51 per cent (31 per cent), and cut unsubscribes from 1.2 to 1.0 per cent (17 per cent).