Trigger-Happy: Automated Emails To Customers Outpull Batch-And-Blast

Many brands know the value of triggered emails. But Blueshift has presented additional proof of their worth in Trigger-Based Marketing, a benchmark report released on Wednesday.  

For starters, email triggers pull an average 7.06% click-through rate, compared with the rate of 1.24% achieved by batch-and-blast emails.

This makes sense because triggered emails go to existing — and loyal — customers on a one-to-one basis, while batch emails are sent to many recipients and are often loosely targeted. 

Triggered emails also generate a 3.41% conversion rate, versus 0.55% for batch sends.  

Not all triggers are the same. Here are the click-through rates for different types of campaigns: 

  • Onboarding — 11.48% 
  • Lifecycle — 10.39%
  • Remarketing -- 4.97%
  • Catalog change — 4.76%
  • Recommendation — 2.19%

The conversion rates also vary by the type of trigger being used: 

  • Onboarding — 4.81%
  • Lifecycle — 2.15%
  • Remarketing — 3.25
  • Catalog chance — 3.74%
  • Recommendation — 1.81%

Note: onboarding triggers are typically part of a welcome series sent to new subscribers and customers to get them to the next stage in the journey. 

Blueshift, a customer experience firm, analyzed 14.9 billion messages sent by its clients via email and mobile push. The research covers 12 industry verticals, including ecommerce, consumer finance, health care, media and education.  

The study shows that triggers also work in mobile. Push triggers score a 3.26% click rate and batch sends 0.865%. This is accompanied by a 0.14% conversion rate for push triggers and 0.005% for batch emails. 

Go with multiple channels, and you’ll draw a 5.45% click rate. In contrast, you’ll get 1.63% with a single channel.

Similarly, multichannel efforts enjoy a 3.06% conversion rate, compared with 0.71 for single-channel campaigns.

Artificial intelligence also drives strong trigger-based performance: Predictive recommendations have a 2.46% click rate, beating non-predictive recommendations, with 2.01%. 

The verdict? Pull that trigger.  

“The timing and content of each message can be personalized based on an individual’ engagement patterns with different parts of your website or app, instead of being based on a batch-and-blast approach at a time decided by the marketer,” Blueshift says.  

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