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Triggered Email Volume, Opens, Clicks Rise: Epsilon

9/23/14
 
Triggered email is on the rise.
 
Triggered messages—emails sent as the result of some action or inaction by the recipient—accounted for 3.8 percent of total email volume in the second quarter of 2014, which is 9.2 percent higher than the second quarter of 2013, according to Epsilon’s Q2 2014 North America Email Trends and Benchmarks report.
 
Also according to Epsilon, triggered open rates were 74.9 percent higher than broadcast emails and triggered click rates were 161.9 percent higher than broadcast emails in the second quarter of 2014, compared to 72.6 percent and 152.3 percent respectively in the second quarter of last year.
 
“Brands of all sizes and across all industry categories today are striving to become more customer-centric—and rightly so as customer engagement continues to drive brand awareness, loyalty and revenue. Triggered messages are a great tool for a customer-centric email marketer to have in their arsenal as they acknowledge a customer’s specific actions and respond according to that behavior in a timely manner. I expect we’ll continue to see increases in the use and performance metrics of triggered messages,” said Judy Loschen, vice president of digital analytics at Epsilon, in a statement.
 
Meanwhile, open rates for broadcast emails rose 8 percent to 32.9 percent from the second quarter of 2013 to the second quarter of 2014, according to Epsilon.
 
Also, click rates dipped slightly from the first quarter of 2014 to the second from 4.3 percent to 4 percent, according to Epsilon.
 
However, the company said, a drop in click rates is standard from the first quarter of the year to the second.
 
According to Epsilon, the study was based on 7.8 billion emails sent on behalf of 140 clients.
 
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