Dive Brief: 

• The 2013 Email Marketing Study from Experian Marketing Services shows that personalized emails deliver six times the transaction rate and revenue of non-personalized emails. 
• Despite the higher return, the study showed that 70% of brands fail to utilize personalized emails. 
• Personalized promotional emails were also shown to have 29% higher unique open rates and 41% higher unique click rates. 

Dive Insight: 

What this study reveals is a big disconnect between what marketers likely know to be true — that personalization makes for better email marketing — and their actions. It is true that personalized emails take more time, but if they offer a higher return, it makes sense to utilize that information. Otherwise, a lot of time ends up being lost to ineffective endeavors.