Subject Line Personalization Techniques and Their Influ-Ence In The E-Mail Marketing Open Rate

e-Mailing is a form of communication between company and customers. However, due to the massive number of e-mails sent by almost all brands, companies face low open rates on their e-mail marketing. It is important to understand the most effective strategies and techniques that overturn this trend and capitalize e-mail marketing. Considering the importance of cus-tomization in direct marketing, this study analysis the impact of e-mail marketing subject line customization. Four A/B tests were used with the various variables regarding the subject line of a specific brand campaign. Four tactics were used: include the first name of the reader to the subject line; include the first and last name of the reader; add emojis to the subject line; opting for a subject line in form of a question; and lastly, the default subject line without any of the previous variables. The study was based on the analysis of a significant sample of 102.574 individuals of a company’s e-mail marketing database. The variables of subject line were analyzed ac-cording to the layout and segmentation, as well as open rates and clicks. The results showed that e-mails containing the variable with the first and last name had the highest open rate, specifically 50,07%. The study concludes that companies should use more this tactic and enhances the importance of e-mail personalization.