Personalization based on five or six data elements doubles e-mail clickthrough rates, according to a study by Yesmail Inc.
In a study of more than 90 million messages, Yesmail found that e-mails with no targeting or personalization pull an average clickthrough rate of 4.7%.
That rate jumps to 7.5% when 3 or 4 personalization elements are used, and to 7.6% when 5 or 6 are introduced.
These elements include product owned, model, content preference and product usage.
The clickthrough rate leaps to 14.8% when 7 or more elements are used.
In addition, personalization reduces the average unsubscribe rate from 0.7% to 0.2%, according to Yesmail.
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