The Double-Edged Sword of Subject Line Personalization

[Mitu7898]

Email personalization seems to be a curse if you do it and equally as curse if you don’t as an option for email marketers everywhere. While there are clear and undeniable benefits to having the recipient’s name in the subject line so that your customer fully understands your message with a single glance, the email is specifically meant for them, the problem is that it has become an over-the-top tactic that has taken away the trust of email recipients who can smell a great mail merge, which is the exact opposite of what indicates that your brand actually cares enough about the customer to send a personal missive. Walking the tightrope of personalization can be a difficult balancing act, but it can lead to improvements in your customer engagement, if you do it right.

Personalization uk business fax list Can Turn From a Dream into a Nightmare

There is no real problem with personalizing the email subject line of any email campaign newsletter or message whether it is done in a direct personal manner or even if it is just a field in a mail merge. The impasse occurs when you encounter the stigma of personalization that can turn a customer appeal strategy from a dream to a nightmare.



This Is Using Basic Human Psychology To Stop The Sight Of Your Name

Spammers specialize in placing the recipient's name in the subject line as they are aware that it allows the customer to sit up and take notice. If they quickly glance at their email inbox, it is inevitable that their eyes will not stop at the insertion of their name in the subject line. It is the use of basic human psychology that helps you recognize your own name when you take note.

The knock-on effect can tarnish your brand's reputation

Where spammers have somewhat screwed up the subject line personalization procedure is when they have indelibly attached themselves to that feature, for example by using words like Viagra, Cialis, and other online scams. Of course your customer will be wise to spot the scam by reading your name in the subject line next to a field of pharmaceuticals needing a prescription or offers to make $26,946.17 before breakfast, but the “knockdown effect” of wariness of online scams can move perfectly legitimate email offers from your own brand into the spam folder or even get blocked.