Terrific copy, images and deals don’t mean a thing if your customer doesn’t open the email in the first place. Maybe that’s why marketers said that the subject line had the greatest impact when they ran email marketing tests.
According to Experian’s 2013 Email Market Study, personalizing that subject line is the real key.
For example, emails with personalized subject lines have 26 percent higher unique open rates than non-personalized emails (19.4 percent with personalization compared to 15.4 percent without). The lift from personalization, however, varies by industry. Personalized subject lines have provided the biggest boost in unique open rates for travel companies (unique open rates of 28.5 percent with personalization compared to 17.3 percent without).