Dallas—The volume of triggered email, messages customized and sent automatically in response to a prospect’s online behavior, rose 73% in the fourth quarter of 2012 compared with the same period a year earlier, according to a report by multichannel marketing company Epsilon.
The company’s “Q4 2012 North America Email Trends and Benchmarks” report said the increase is linked to better performance: Triggered email yielded 70.5% greater open rates and 101.8% higher click-through rates than “business as usual” email messages sent during the quarter.
Epsilon’s quarterly analysis was compiled from 7.3 billion emails sent in 2012’s fourth quarter by about 170 Epsilon clients across multiple industries.