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Personalisation most important email attribute for click-through

Personalisation is the attribute most likely to influence marketing email click-through, recent Mailjet research has found. 

The study – carried out in July this year – asked UK internet-users of all ages to point out the top five marketing email features that are most likely to get them clicking through to a branded page. 

Personalisation weighed in as the most important factor overall, with 40% of those surveyed citing it as the most influential. However, among younger respondents personalisation was found to be less crucial.

Email open rates have doubled in the past five years

Some 40% of millenials (those surveyed aged 16-29) said design was most influential factor – a figure that consistently dropped in line with respondents’ age. 

Aspects such as regularity and device compatibility were found to be less click-able, with only 16.9% and 17.1% of respondents noting them as the most important respectively.

Separate research from Return Path revealed email open rates have doubled in the past five years, while an Adobe survey found 63% of European professionals prefer to be contacted by brands via email.