Study: More companies rely on triggered email messages

Published on .

Dallas—More companies are using triggered messaging to drive higher open and click-through rates, according to a study by multichannel marketing company Epsilon. Epilson's “Q3 2012 North America Email Trends and Benchmarks” report found the use of triggered email messages (sent automatically as a result of some online action by a user) was up 10.3% in the third quarter compared with the year-earlier period. Also, triggered messages yielded 75.1% higher open rates and 114.8% higher click rates than did nontriggered email. However, triggered email as a marketing tactic is still rare, accounting for just 2.6% of all emails sent, according to the study, which was based on an analysis of 6.4 billion emails sent by Epsilon on behalf of 170 clients in the quarter.
Most Popular
In this article: