Dallas—More companies are using triggered messaging to drive higher open and click-through rates, according to a study by multichannel marketing company Epsilon.
Epilson's “Q3 2012 North America Email Trends and Benchmarks” report found the use of triggered email messages (sent automatically as a result of some online action by a user) was up 10.3% in the third quarter compared with the year-earlier period. Also, triggered messages yielded 75.1% higher open rates and 114.8% higher click rates than did nontriggered email.
However, triggered email as a marketing tactic is still rare, accounting for just 2.6% of all emails sent, according to the study, which was based on an analysis of 6.4 billion emails sent by Epsilon on behalf of 170 clients in the quarter.