At the recent ClickZ Specifics: Email Marketing conference in New York, Jupiter Research VP and research director David Daniels revealed to marketers that 25 percent of email campaigns are implemented without any differentiation or targeting in any way. And another 65 percent used little segmenting or personalization in their mailings.
What has been found out though is that the more personalization and targeting there is in a campaign, the greater is every action you want the receiver to complete; whether it is opening, conversion or click-through rates.
Daniels added: "Only 11 percent send targeted campaigns using a 
customer's purchase history, click-stream activity, or other data to send relevant, targeted offers."
When a email campaign is untargeted, open rates are at 20 percent, when they're targeted, they increase to 33 percent. With click-through rates, untargeted get a 9.5 percent result, while targeted get 14 percent. Percentages of coversions are even higher as untargeted get only 1.1 percent and targeted over three times as much with 3.9 percent.
You can see how important the personalization and targeting factors are to an email campaign, and how it can change your results dramatically.
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