A new study shows that while triggered emails make up a tiny percentage of marketing emails, they are significantly more efficient.
A recent report from Yes Lifecycle Marketing, “Ultimate Email Trigger Report: 12 Triggers That Boost Revenue” finds that while triggered emails only make up 2.3 percent of all marketing emails sent, they generate 10.2 percent of email-driven revenue and 9.7 percent of email-driven orders and are responsible for 4.4 percent of all email opens. The report also found that the open rates on the triggered email were 28.7 percent, almost double that of “business as usual” (BAU) emails, which had a 14.5 percent open rate.
To reach their findings, Yes Lifecycle Marketing gathered data from the 24 billion emails sent in 2017 using its cross-channel marketing and analytics platform, Yesmail360. The company then analyzed the data and evaluated the performance of 12 different kinds of triggered emails, including welcome, abandoned the cart, account update, browse abandonment, birthday, reactivation, order and shipping information, purchase confirmation, return, anniversary, activation, and backorder campaigns. Among the metrics that were used to determine email performance were open rates, conversions, and revenue.
The number of marketing emails consumers receives continue to grow, even as some claim the practice is in decline, there is significant evidence that email marketing is alive and well, and valuable. While the method of email marketing continues, there have been many concerns about the way it is used. Consumers seem less interested in what typical email marketing has to offer and often find it annoying. Also, email providers have developed more sophisticated filtering methods that make it easier for consumers to have marketing emails go directly to spam or trash folders. The most significant issues, oversaturation, repetitive, boring, and the ability to use other mediums to find products.
“As email volume continues to increase, it becomes more and more difficult for marketers to stand out from the noise and effectively engage consumers,” said Michael Fisher, president of Yes Lifecycle Marketing. “Triggered campaigns tackle this challenge head-on. They are relevant, timely and demonstrate the interest in consumers’ actions. Also, they are designed to elicit an immediate response, which is a crucial step in the path to conversion.”
Triggered emails can allow marketers a way to break through the clutter and the boredom of standard BAU emails. By definition, triggered emails are sent to a specific customer based on their history, actions, and preferences. It can be a birthday message or a reminder about an abandoned cart. This helps cut through the repetitive and often dull BAU emails; it also helps that triggered emails are often linked to direct action, not just providing a list of new products but a call to action, like completing a purchase or taking advantage of a birthday discount.
“Triggered campaigns are the building blocks of an integrated cross-channel marketing strategy as they bring together disparate data points spanning social, web, mobile, email, and more,” said Michael Iaccarino, CEO, and chairman of Infogroup. “Moving forward, marketers would be smart to invest in technology that empowers their brand to develop seamless, real-time triggered campaigns which drive revenue and build lasting relationships with their customers.”
The research also found that while triggered emails have the much better performance, they are not entirely utilized by marketers. While 72 percent of companies send welcome emails to new customers, with 2 percent of these leading to purchases, far fewer brands send birthday or anniversary email, remarketing and milestone triggers, that have much better performance than a welcome email.
The big takeaway from the report is that marketers are missing out if they aren’t utilizing triggered email campaigns. As data collection continues to improve and marketers can start bringing together a wider variety of data points, from app activity to web browsing, or real life shopping experiences, triggered and targeted email is only likely to get more valuable and more efficient. Consumers like personalized communication and triggered emails can provide that when done correctly.