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Studies have shown that the greater number of personalization elements to an email, the higher the response rates. At minimum of course, personalization can mean addressing a recipient by their first name. Ultimately, however, true personalization means delivering emails that are tailored to the specific profile and preferences of each recipient. The types of personalization may vary in approach based on whether you are sending a newsletter, announcement or ecommerce email, but improved results are generally the outcome.
A simple example can be illustrated by the approach of a regional hotel company that operates five hotels and regularly emails previous guests (who've opted in of course). An email template can be created that includes mail merge variables such as logo and name of the hotel last stayed at; name, contact information and scanned signature of the specific hotel general manager; photo of the hotel or amenities; subject line; specific offer; based on satisfaction rating and type of room stayed in; and more. Obviously the amount of energy expended toward personalization has to be weighed against your available resources and the expected return. But consider starting with one or two personalization elements and add additional variables when and if feasible.
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