Customization has become a key part of any marketing strategy. The public demand, since it provides too much data on itself marks for it to be otherwise. Email marketing occurs in more of the same.

MailerMailer already published a few months ago a study confirming this thesis: personalization of e-improving open rates click messages. Now, new data from MailChimp also suggest the same. Email marketing platform measured by the standard deviation of the mean or the standard, the impact of various factors on the opening rate. The study concludes that personalization with the name and last name of the recipient is the greatest influence on the success of shipping, more than if only personalized with the name or only the name.

The magic words Subject and its influence on the success of Email MarketingTo understand the study, MailChimp has clarified that standard deviation means a standardized measure of how much a value of the average rate of opening or click deviates mails. Knowing this, it has been found that the influence customization varies significantly industry.

Customization has a negative effect on the legal industry

There are some in which the impact is greater. Institutional and government e takes the cake with a standard deviation of 0.92, followed by creative agencies and services (0.45), politics (0.3), computer and electronic (0.28) and hobbies (0 26). In contrast, in sectors such as marketing and advertising (0.13) or the financial sector and banking (0.11) it is much smaller influence, and even in the legal industry has detected that personalization has a negative effect and reduces the rate of opening emails (-0.31).

The study also confirms that there are certain words that can have a positive effect on the receptor and induce him to open it. This is the case of words that print some urgency to the message. Apparently still they function as technique used in the subject words “urgent” type (0.79), “last minute” (0,68) or “important” (0.55). Although MailChimp does not provide data on the impact it has such repeated use and abuse instead of such strategies to attract attention.

The “free” subject lines recorded best open rates

Something similar happens with terms like “free” “gift” that has a standard deviation above the mean of 0.26, much more than the word (0.02).Although, again, the latter has a different behavior depending on the sector.So, interestingly in the field of personnel and human resources, inclusion in the email subject significantly improve open rates (0.45), and is also higher in restaurants and hotels (0.11), not both e-commerce (0.06). The impact is, however, post negative for retailers (-0.04), the banking sector (-0.09) and surprisingly also in the travel and transport, in which a deviation occurs standard refusal -0.25.

The study data suggest that recipients are interested in receiving announcements or statements but no cancellations. Those mails in the subject line have included the word “advertisement” get open rates above the mean (standard deviation 0.46). Instead, users are less interested in opening a mail whose subject begins with a “canceled” (-0.4), perhaps because they just read the subject line to know all the information they need.

The terms associated with donations do not get good reception

Finally, it is curious that all emails associated with words that have to do with charity, donations or charities seem to have a negative impact on open rates, according MailChimp. Contrary to previous studies pointing like Adestra, the word “donate” is the most maligned by recipients of emails, registering a negative standard deviation of 0.56.

As always, this type of email marketing studies must be taken as a starting point. Views variations experienced figures depending on the sector and the industry to which they relate, should consider the statistics but analyze the real impact on the brand in question and study well what data show specific email marketing campaigns that run.