Trigger Emails Score Higher Click Rates Than “Business as Usual” Messages

Trigger Emails Score Higher Click Rates Than “Business as Usual” Messages

Numbers, and more numbers: The Direct Marketing Association‘s (DMA) Email Experience Council, in conjunction with Epsilon, released the Q1 2012 North America Email Trends and Benchmarks report on June 20.

The news about what we send: A 21.4% increase over Q1 2011. If you’re sending more email than at this time last year, you’ve got plenty of company. But here’s the important part:

What are people doing with what we send them? 

  • Open rates increased quarter over quarter (5.9%) and increased year over year (12.6%), with an overall open rate of 26.2%.
  • Click rates decreased 0.5 percentage points (8.3% overall) from last quarter to 4.7%. Click rates also decreased over Q1 2011 (5.2%), but continue to remain established over the last two years.
  • In Q1 2012, triggered messages* accounted for 2.3% of total email volume, a 14.5% lift over Q1 2011.
  • Open rates for triggered messages were 75% higher than “business as usual” (BAU) in Q1 2012, dropping from 101% in Q1 2011.
  • Triggered messages continued to perform well with significantly stronger click rates (119% higher) than BAU.

*Results track campaigns deployed as a result of an action or trigger, including Welcome, Thank You, Abandoned Shopping Cart, Anniversary, Birthday, Purchase/Transaction Confirmation and Saved Cart.

So it all rolls up to this: email marketing still works. And trigger emails work best of all.

To learn more about Act-On’s trigger email capabilities and integrated marketing automation solution, register for our weekly marketing automation demo, or contact our friendly sales team for a personalized one-to-one demo.


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