Imagine receiving an email from your best friend. You’d open it right away because a) It’s from someone you know and b) There’s a good chance the email content is relevant to you (and maybe even includes some salacious gossip).
That’s the basic idea behind personalization for email marketers. (Minus the gossip. Usually.) When you personalize elements of your marketing emails like the subject line and email content, you’re speaking directly to your subscriber. And if you’re using more advanced personalization information like location or past purchases, you’ve successfully created a relevant experience.