🎓 The effect of [first name] in email subject lines
🎓 The effect of [first name] in email subject linesIncluding the receiver’s name in an email subject line increases their attention. Open rates increased 6-23%, clicks by 7-32% and unsubscribes fell 11-17%New to Ariyh? Join 10,822 evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Today’s insight is brought to you by… Conjoint.ly Conjoint.ly is an all-in-one survey research platform with easy-to-use advanced tools and expert support. Gain insights about your market, customers, product, and pricing questions. Use it to explore new markets or validate big decisions. Get real, reliable insights by using evidence-based methods established by decades of market research. Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroWhat happens when you add the receiver’s name to your email’s subject line? There are many guides (example) that suggest doing this. But the data they use to back up what they say is usually weak or sketchy, and certainly not peer-reviewed. So here is the actual scientific evidence - straight out of Stanford and University of Chicago. Let’s take a look at what really happens, and why.
A quick thing before we jump in. I occasionally consult companies (ever since I left Google, before starting Ariyh). I usually prefer longer, in-depth consultations. But I recently had some great experiences with 1-hour mini ‘sprint’ sessions to apply the latest science-based techniques. So I want to try them out some more to see if it’s something I should prioritize. That’s why I’m making 5 one-to-one sessions available for only $250 each. Here’s how they work:
Sounds useful? Book it below (please fill out the short form after payment). This is a limited offer. It’s unlikely you will get it for this price in the future. P.S: Some examples of companies that I’ve helped recently, with strong (+6% conversions) to incredible (+132% conversions) results: Freddy [fashion retail], Interprep [radio host resources], One Ahead [magicians newsletter], Green Projects Group [sustainable energy] Previous insight: Copy the ads of larger competitors (100+ more insights here) Include the email receiver’s name in the subject line to increase their attentionChannels: Email 📈 RecommendationFor important or valuable emails (e.g. a special discount, a product launch), include the recipient’s name in the subject line (e.g. “Thomas, it’s finally here”). People will be more likely to open the email and pay more attention to its contents. And if the content is relevant to them they’re more likely to take action (e.g. buy, book a demo). Do this only if the receiver won’t be surprised that you know their name (e.g. because they provided it when signing up to your newsletter). 🎓 Findings
🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeField experiments (on almost 1.2 million email subscribers from three different companies) 📖 ResearchPersonalization in email marketing: The role of noninformative advertising content. Marketing Science (February 2018). 🏫 Researchers
Remember: This is a scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight?
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