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Personalized Direct Mail Delivers 6X Higher Transaction Rates, But 70% of Brands Fail to Use Them

Unique Open Rates for Direct Mail with Personalized Subject Lines by Industry:

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Experian Marketing Services has released its 2014 Marketing Study, analyzing a wide breadth of email marketing best practices, including personalization, social integration, mobile and customer preferences.

According to the study’s findings, personalized promotional emails were shown to lift transaction rates and revenue per email six times higher than non-personalized emails. Surprisingly, the majority of companies included in Experian’s study requested customer data, but 70 percent of the brands failed to personalize their Direct Mail messages.

Direct Mail Personalization

Not only did personalization prove to lift transaction rates and revenue, Experian claimed personalized promotional mailings had 29 percent higher unique open rates and 41 percent higher unique click rates. For triggered direct mail campaigns, personalization resulted in double the transaction rates compared to non-personalized triggered emails.

Experian’s research showed personalized subject lines delivered 26 percent higher unique open rates overall, with travel companies experiencing the “biggest boost” from personalized subject lines.