I recently tested 2 subject lines against
each other to determine how much of an impact personalisation has on open rates. The
personalisation fields I worked with were title and surname.
Subject 1:
Subject 2:
Your 20% Holiday Discount
The result...
After 4 hours Subject 1 (with personalisation) achieved a 12% open rate which was 2% higher than Subject 2.
So personalisation does increase opens but I
believe you will condition your customers not to open if you use it every week.
