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Triggered Emails Kicking More Butt Than Ever: Epsilon

By Ken Magill
Okay, so Epsilon didn’t actually say that. Otherwise, we’d look at them and say: “You said ‘butt’.”
However, Epsilon did imply it.
Triggered email click rates for the second quarter of 2015 were 233.4 percent higher than those of business-as-usual emails, according to Epsilon on its Q2 2015 Email Trends and Benchmarks report.
Triggered-email open rates were also 78.7 percent higher than business-as-usual messaging, according to Epsilon’s study of 7.8 billion emails sent from April to June.
And though triggered emails—messages sent as the result of some action or inaction by subscribers—still account for a fraction of the volume of commercial email sent, their usage is apparently on the rise.
Triggered emails accounted for 4.3 percent of total email volume in the second quarter of 2015, compared to 3.8 percent in the second quarter of 2014, according to Epsilon.
Triggered email click rates were 12.1 percent in the second quarter of 2015, compared to 9.7 percent in the first quarter of 2015, according to Epsilon. 
This is the highest click rate triggered emails have had since at least 2013, according to Epsilon. The previous high was 11.5 percent in the third quarter of 2013. Triggered-email click rates topped 11 percent just one other time—11.1 percent in the first quarter of 2014, according to Epsilon.
The retail apparel sector had the highest triggered email click rate at 21.5 percent, according to Epsilon. Business products and services had the lowest triggered-email click rate at 5.9 percent, according to Epsilon.
And while not the highest they’ve ever been, triggered open rates were higher only one other time than they were in the second quarter of 2015 where they were 54.5 percent.
In the third quarter of 2013, they were 55.6 percent.
Click rates for business-as-usual emails were 3.6 percent on average, according to Epsilon. Average open rates for business-as-usual emails were 30.5 percent, according to Epsilon.
An “open” is recorded when the receiving machine calls for graphics from the sender. As a result, the open-rate metric is not a true measure of the percentage of people who opened the measure. However, the open rate can be used as a barometric measure of an email program. For example, if it suddenly significantly drops at a particular ISP, it is a sign there is something going on at that ISP.
Read Epsilon’s whole report here.

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