The increase in relevance gained from email personalization reduces the rate of unsubscribes. Why is that important?
AgilOne found that unsubscribes result in an average loss of 60 percent of future lifetime value (LTV). A high unsubscribe rate also affects your sender reputation score, which affects your overall email deliverability, so lowering the number of unsubscribes is a critical metric.
In a survey of 257 email marketers, a large majority reported an increase in open rates and click-through rates (CTR) by employing email personalization of some kind. And those tactics included the most basic types of personalization.
Yet another benefit from personalization.