The Power of Personalization: Why Marketers Are Betting Big On Newsletters

Four of every five (81%) emails that marketers are sending out are newsletters, more than welcome letters (79%), product emails (75%), sales or promotions (72%), or event emails (71%), according to recent research from Electro IQ.

And no matter what type of email, personalization remains essential, with 82% saying personalized email campaigns have a higher open rate, 75% saying they increase CTR, and 58% saying they improve customer satisfaction.

“80% of marketers use personal details such as the customer’s name, company name, or basic profile information to personalize email campaigns, as this data is easy to collect and highly effective for engagement,” writes Electro IQ’s Maitrayee Dey. “64% of marketers personalize emails based on customer segments, where audiences are grouped by shared characteristics to improve message relevance and response rates.”

  (Source: Electro IQ)

More than half (51%) say email list segmentation is their top personalization tactic, followed by individualized messaging (50%), behavioral-triggered emails (45%), and responsive email design (34%).

“Brands are now treating personalization emails as an ongoing process to maintain clean, permission-based data, smart segments, dynamic content, automated triggers, and frequent testing,” writes Dey. “Just as important, they build trust by staying clear, respectful, and non-intrusive.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: