Does personalization improve engagement and conversions?

Personalization consistently improves engagement and conversions when executed well. Studies show that personalized subject lines increase open rates by an average of 26 percent, and emails with personalized content generate 6 times higher transaction rates than non personalized emails.

The impact depends on the type and depth of personalization. Simply adding a first name to the subject line produces modest gains. Personalizing product recommendations based on browsing and purchase history produces significantly larger improvements. Dynamic content that adapts to subscriber preferences, location, or lifecycle stage drives the strongest results.

Personalization also reduces negative signals such as unsubscribes and spam complaints by making emails feel more relevant and less like mass blasts. However, poorly executed personalization such as using incorrect names, outdated data, or irrelevant recommendations can backfire and damage trust. Personalization works because it transforms generic broadcasts into messages that feel crafted for the individual reader.