Triggered emails outperform usual messages

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Dallas—While emails sent as automatic responses to online behavior comprise about 2% of all emails sent, such triggered messages enjoy 96% higher open rates and 125% higher click rates than nontriggered email campaigns, according to a report from multichannel marketing company Epsilon and the Direct Marketing Association. Among other findings from the “Q4 2011 North America Email Trends and Benchmarks Results,” email volume among companies under review increased by 21% in the fourth quarter of 2011 compared with the year-earlier period, and open rates increased 12.2%. The Epsilon-DMA study is based on an analysis of 8.5 billion emails sent from October through December by Epsilon client companies and a triggered-email analysis based on 51 billion automated messages sent by Epsilon throughout 2011.
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