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Triggered Emails Have Higher Open Rates Than Business As Usual Emails: Epsilon Report
- BizReport, Monday, March 25, 2013 11:02 AM
While triggered emails only represent 5 percent of total email volume, they tend to get the highest response for email marketers, according to a new benchmark report from Epsilon. According to the study, which looked at 360 million triggered emails they sent in Q4 2012, triggered emails continue to outperform "Business As Usual" emails with open rates averaging 46.7 percent in Q4 2012. While this is down a percentage point from Q2 2012, these emails are still outperforming business as usual emails. Overall, the volume of triggered messages, which includes welcome messages, thank you emails, and abandoned shopping carts emails, went up 73 percent in Q4 2012 from Q4 2011.
