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Yesmail Study: Triggered Emails Lead to Twice as Many Opens and Clicks

Analysis of 6 billion emails shows that triggered campaigns perform significantly better than business-as-usual campaigns

PORTLAND, Ore. – Oct. 1, 2014 – A recent Yesmail study has found that consumers are at least twice as likely to open and click on emails sent in response to a trigger such as a transaction or an abandoned cart when compared to general campaigns.

The open rates for triggered campaign are 2.5 times higher than those of general campaigns, while unique click rates are double those of general campaigns, according to the most recent Email Marketing Compass Report. Yesmail, Yes Lifecycle Marketing’s email marketing solutions provider, analyzed 6 billion emails sent in Q2 of 2014, and included transactional, abandoned shopping cart and welcome emails in its definition of triggered emails.

“Marketers should incorporate automated triggered emails into their marketing campaigns because their content is more relevant and timely than general emails,” said Michael Fisher, president,Yes Lifecycle Marketing. “Not only can triggered emails drive sales by reminding customers to revisit the company or website, but they also build brand loyalty and foster customer relationships. Customers want brands to show they understanding them, and triggered campaigns help brands accomplish that.”

The open rate for triggered email campaigns was 38.9 percent in Q2 of 2014, compared to the 15.1 percent for business-as-usual emails. Furthermore, the unique click rate for triggered emails was 3.4 percent, whereas the rate was 1.7 percent for business-as-usual emails.

The success of triggered campaigns comes as the open and click rates for emails overall are floundering. Email volume has increased by 9 percent year-over-year, and consumers are struggling to keep up. The open rate dropped 3 percent and the unique click rate, 14 percent in that same period. According to Fisher, triggers offer marketers the best chance to reach selective email readers whose inboxes are growing as engagement plummets.

“By using these triggered messages, brands can break through the clutter and speak to their customers’ interests and needs,” said Fisher. “A good mix of messages can help marketers develop better relationships with their customers. Automated emails that are triggered by a specific action add variety to a marketer’s program and enhance the brand’s value proposition.”

To download the full Yesmail Email Marketing Compass report, click here.

About Yesmail Interactive
Yesmail Interactive, Yes Lifecycle Marketing’s email marketing solutions provider, powers intelligent customer interactions.  We define ourselves by a better caliber of technology, unmatched insights, and skilled services experts that help our clients get to ‘YES’ sooner with their customers. As a leading email services provider, we seamlessly integrate email, mobile, web, and social channels, enabling the world’s best known brands to use data-driven insights to create meaningful connections with their customers in real-time. For more information, visit www.yesmail.com.

About Yes Lifecycle Marketing
Yes Lifecycle Marketing is a solution provider that brings together multichannel marketing platforms and data, with creative and strategy services honed on the optimization of delivering relevant marketing messages. This gives marketers the ability to source best-of-breed technology and creative and strategy services from a single vendor at a cost-effective price point. For more information, visit www.yeslifecyclemarketing.com.