News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Improve customer engagement with triggered emails
Triggered emails make up a very small proportion of all emails sent by businesses, yet they drive higher open and click-through rates than business-as-usual email campaigns.
Emails triggered in real-time by a consumer action, such as website registration, checkout abandonment or date-related triggers such as birthdays or renewals, are increasingly being used by businesses.
Epsilon's recent "Q3 2012 North America Email Trends and Benchmarks" report reveals that the use of triggered emails rose 19.1% in Q3 2012 compared with the same period in 2011. [Update: Epsilon has since emailed me to advise that an error had been made in the initial findings and that the actual rise in use in Q3 2012 is 10.3% - 12/12/12]
Perhaps businesses are finally realising just how engaging triggered emails are. Triggered messages accounted for 2.6% of total volume in Q3 2012, 10.3% higher than Q3 2011 (2.3%).
According to Epsilon, this type of email communication drives 75.1% higher open rates and a significant 114.8% higher click-through rate than more common business-as-usual strategies.
As well as the uptick in engagement, triggered email systems send information to a customer at a time when they are most likely to act on it. Furthermore, an automatic triggered email system needs little maintenance but yields impressive results.
"It's no surprise that triggered messaging improves customer engagement, builds loyalty and drives sales," said Judy Loschen, Vice President of Digital Analytics at Epsilon. "The challenge is the integration of triggered message systems, as with other real time systems, can be an overwhelming and often lengthy process that requires significant investment to yield the pay-off. Over the past year we've seen many marketers investing in the implementation of triggered message systems because the return on investment is significant and the results are immediate."
- Ad Roundup: Releases for content monetization
- In ecommerce, personalization missing the mark
- Product imagery on retailers' mobile sites lags desktop versions
- Why the press release is (still) not dead
- Expert: Why B2Bers need social
- Is your branded content memorable?
- Study: Most believe personalization key to success
- Report: Most Amazon sellers looking for new marketplaces
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...