Transactional emails can be a digital marketer’s best friend. They are likely the most relevant emails you can send out to your customers since they reflect what your contacts have already done – purchased goods or services, downloaded digital content, entered a contest, signed up for a mailing list or new account, etc. The metrics for engagement clearly show these type of messages driving spectacular performance, particularly for the top 25 percent of marketers. Here are some of the stats from the “2015 Email Marketing Metrics Benchmark Study” conducted by Silverpop.com/IBM Marketing Cloud:
- Transactional emails generated an average 44.9 percent open rate (20.8 percent for non-transactional emails). They did even better for top email marketers, with a 72.2 percent open rate (40.8 percent for non-transactionals).
- The click-through rate on transactional emails was an average 10.4 percent (3.2 percent for non-transactionals) and 30.2 percent for top emailers (9.2 percent for top non-transactionals).
- Transactional emails also generate a high click-to-open rate (how many email openers also click through): 20.1 percent compared to 12. 5 percent for non-transactionals and 51.2 percent for top emailers (28.5 percent for non-transactional email).
A transactional email is triggered by behavior such as a purchase, free trial sign-up, account creation or customer support contact. B2B transactional emails can include a link to a downloadable .pdf or slide presentation or confirm a webinar registration.
If you’ve already decided ‘yes’ on transactional emails, and you’re already using them, make sure you’re taking advantage of the following 10 tips for a good strategy. These tips will help you turn your