Is Content Personalization Driving Better Engagement? Executive Summary & Key Findings An analysis of 90 days of email performance data (Oct 2025 - Jan 2026) reveals a decisive correlation between personalization depth and user engagement. Behavioral personalization utilizing real-time triggers and dynamic content achieves 10-15x higher click rates compared to generic promotional messaging. Avg. Click-Through Rate (CTR) by Personalization Level 25% 20% 15% 10% 5% 0% 23.1% 14.8% 9.7% 1.6% High (Behavioral) Med (Transactional) Med (Price Alert) Low (Generic) Detailed Performance Analysis 1. High Personalization (Behavioral Triggers) Templates using real-time user activity triggers with personalized content blocks. Characteristics include dynamic subject lines with user-specific counts, event-triggered property details, and algorithm-driven recommendations. Use Case Subject Pattern Open Rate Click Rate Volume (90d) Recent Activity Follow-Up Dynamic count + name 104.5% 36.7% 6,456 Multiple Interactions Contextual interest highlight 78.3% 28.0% 3,233 Page 1 of 4 Recent Browsing Activity-based timing 66.2% 26.0% 46,396 2. Medium Personalization (Transactional & Price) Includes post-transaction confirmations and automated price change alerts on tracked items. While open rates are competitive, click-through engagement varies significantly based on urgency. Category Use Case Open Rate Click Rate Conversion Transactional Action Confirmation (Var A) 71.9% 15.3% 4.3% Transactional Action Confirmation (Var B) 67.2% 16.2% 4.3% Price Intel Price Drop (Recently Viewed) 54.9% 12.8% 1.0% Price Intel Price Drop (Saved Items) 51.9% 8.2% 1.3% Page 2 of 4 3. Low Personalization (Generic Promotions) Batch promotional sends with minimal customization. Despite representing the highest volume (3.4M sends), these yield the lowest engagement, highlighting a significant efficiency opportunity. Open Rate vs Click Rate Comparison 80% 60% 40% 20% 0% 75% 23% 75% 15% 53% 10% 50% 2% High Trans. Price Generic Open Rate Click Rate Strategic Optimization Opportunities Opportunity Strategic Approach Expected Impact Priorit y Expand Behavioral Triggers Apply behavioral trigger + dynamic content pattern 10-20x click rate improvement High Subject Line Personalization Add user-specific variables (counts, names) 15-30% open rate lift High Reduce Generic Volume Segment by engagement recency, add filters 2-5x higher engagement eff. Mediu m Optimize Price Alerts Test urgency language and scarcity indicators 20-40% CTR improvement Mediu m Conclusion The analysis confirms a strong ROI case for expanding personalization investments. Proven patterns such as dynamic subject lines, event-triggered content, and recommendation blocks consistently Page 3 of 4 outperform static approaches. With ~3.4 million generic sends currently performing at only 0.7-2.4% CTR, there is a substantial business opportunity to shift volume toward high-engagement, behaviorally- driven strategies. Page 4 of 4