In the following table we have summarized the results of this series of tests that we have recently carried out.
We see how personalizing the subject line translates into an increase in openings in all markets. On the other hand, it is striking that in some markets this means increases of up to 44% (Mexico), while in others it is around +6% or 7% (Portugal) .
As for the impact of personalization on click to open (the ratio of unique clickers/unique openers), its positive effect is also evident.
It is worth highlighting the fact that different tests in the same market have yielded very similar results. For example, in France the two tests show an increase in the open rate of around 27%. In Mexico, the three tests show an increase in the open rate of around 40% in all three cases, while in Portugal it is between 6%-7% and in the UK it is between 11%-12%. It is clear that personalizing the subject line has more pronounced effects in some markets than others (specifically in Mexico) . From the point of view of click to open, we find the same reality.
Beyond confirming, once again, the importance of maintaining a direct and personal tone in communications with our user database, the exercise we have discussed in this post shows us the differences that exist in the ways we communicate depending on the society in which we find ourselves: in Mexico, direct and personal communication has a much more positive effect than, for example, in Portugal . Now, are these data sufficient to give solid validity to this statement? We believe not. To do so, we would have to repeat this type of comparison on a more regular basis and covering a longer time window. It does, however, serve as a starting point, and stimulus, for this following analysis.
