Triggered Messaging Triggers Positive Results
Triggered messaging is the newest trend in email, because a new report from Epsilon reveals that this marketing technique has seen 73 percent growth year over year.
In fact, the Q4 2012 Email Trends and Benchmark report shows that triggered messages accounted for 5 percent of total email volume. The reason for the growth in triggered messaging is most likely due to its effectiveness, because Epsilon’s report found that triggered messages obtained 70.5 percent higher open rates and 101.8 percent higher click rates compared to other messages that were sent out in Q4 2012.
It is important to note that the triggered message benchmarks were compiled from more than 360 million triggered emails sent by Epsilon in Q4 2012 across multiple industries. The report tracked campaigns deployed as a result of an action or trigger such as Welcome, Abandon Shopping Cart, Thank You and Anniversary.
"Utilizing triggered messages is a proven strategy to maintain subscriber engagement,” said Judy Loschen, vice president of digital analytics at Epsilon. “More marketers are realizing the many benefits of triggered messages, as is evident by the continued increase in volume. However, more is required to predict and meet the needs of your customers and subscribers. Marketers must create a full 360-degree view of the individual consumer and a strategy that takes a personalized approach. It requires a blend of data, analytics and creativity to achieve success.”
Epsilon's quarter analysis was compiled from 7.3 billion emails sent by the company in October, November and December 2012 across multiple industries and approximately 170 participating clients. Other highlights of the report show that non-bounce rate remained strong at 96 percent, while open rates increased by 0.6 percent quarter over quarter and 10.6 percent year over year. Additionally, click rates stayed the same as Q3 2012, at 4.5 percent.
Moreover, the report’s Email Activity Segmentation Evaluation (EASE) found that for the third consecutive quarter, more than 50 percent of the average brand’s opt-in email list had no activity, while only approximately 28.3 percent of subscribers in an average email file had opened or clicked a message in the most recent three months.
"In Q4 2012, 63 percent of the average email file was unengaged with marketers' email programs," said Loschen. "This presents a huge opportunity for brands. Marketers cannot assume that their task is complete after they receive an opt-in to their email program. To continue to drive long term value from each individual subscriber, marketers must constantly work to engage them."