The marketingcompany released its quarterly email trends report, based on an aggregate of 8.5 billion emails sent from over 150 Epsilon clients of varying industries during first-quarter 2016 in North America.
Personalized and triggered emails perform significantly higher than traditional email marketing campaigns, according to the report — no surprise to email marketers.
Unlike traditionalemail newsletters, triggered emails are sent as a result of a specific action taken by the consumer. For example, a welcome email series could be triggered when a consumer subscribes to an email list,or an abandoned shopping cart email could be sent when a customer fails to finalize a purchase.
Even a small level of personalization can go far in email marketing. Triggered messages onlyaccounted for 3% of the total volume of email studied, but resulted in average open rates of 55.8% and click-through rates of 11.4%, according to Experian.
Furthermore, when compared to‘business as usual’ campaigns, triggered messages increased clicks and open rates by an average of 241.4% and 67.9%, respectively.