Low email open rates are frustrating. You’re leaving money on the table, and I’ve been there. You think you know how to fix it by simply adding the recipient’s name in the subject line, right? A research study from 2018 convinced many of us that this was the way to go … but that’s where everything went wrong.
Researchers published a paper titled Personalization in Email Marketing: The Role of Non-Informative Advertising Content, and it got everyone thinking that putting a name in the subject line was a magic bullet. I’m here to explain why that study is outdated and what to do instead.
The Problem with Personalization
The idea behind personalization in a subject line is that it grabs attention, leading to higher open rates. People like seeing their name, so marketers jumped on this bandwagon. Most stopped there, thinking they just needed to find the right tactic to succeed.
But business isn’t about finding one magic bullet; it’s about having a repeatable process. Like the one I use to run $50 experiments that uncover how to scale (more on that in a bit).
When we look at the research that discredits the original study, it becomes clear that relying solely on a name in your subject line won’t make you money.
Testing Subject Lines
Your subject line is the first impression for your email. You might think personalization would be effective—people see their name, so open rates should rise. But if open rates are low, let’s fix that. Here’s a small test:
- Split your email list into three groups and send each group a different subject line.
- The content of the email remains the same, but the subject lines vary.
- First: No name, just a subject line.
- Second: Use their first name only.
- Third: Use their first and last name.
Measure which one gets opened the most. Remember, every email audience is different. If you blindly follow what others say, you’re just guessing.
Recent Research Findings
Recent research from 2023 published in the Journal of Marketing Research showed that putting names in subject lines isn’t working any more. Why? Because everyone is doing it – and now, a name in the subject line is just noise.
This is why blind imitation can be dangerous. Just because it worked for someone else doesn’t mean it will work for you or in the current landscape.
Specific Personalization
While generic personalization is dead, there’s a way to make it work. You need to be specific. Here’s how:
Consider your customer journey—what are their pain points? What truly matters to them? For example, instead of saying, “Raj, check out our new product,” try “Raj, struggling with Facebook ads? This might help.” This adds a layer of specificity that makes it relevant to the situation.
Continuous Improvement
Keep at it. Take the winning subject line from your first test and run another test with a new variation. Maintain what works and discard what doesn’t. You’ll find yourself improving incrementally over time.
A little improvement compounded can double, triple, or even quadruple your open rates. Your email subject line is just one lever to increase revenue, but it can feel overwhelming. Don’t try to tackle everything at once.
Conclusion
In the next discussion, I’ll share my framework for applying the scientific method to any part of your business. Remember, it’s about the process, not just a single tactic. If you want a shortcut, get my FREE Scale with Science Mini-Masterclass.
