2 Percent of Emails Generate 10 Percent of Email-Driven Revenue
Analysis Reveals Marketers Miss Opportunities for Engagement, Revenue by Not Prioritizing Triggered Campaigns
CHICAGO, IL–(Marketwired – July 12, 2016) – Despite accounting for only 2 percent of all emails sent, triggered messages generated 10.2 percent of email-driven revenue and 9.7 percent of email-driven orders. This according to the new Ultimate Email Triggered Campaign Report: 12 Triggers That Boost Revenue published by Yes Lifecycle Marketing.
To determine how triggered campaigns perform, Yes Lifecycle Marketing collected data from 24 billion emails deployed in 2015 using its cross-channel marketing and analytics platform, Yesmail360. It then evaluated the performance of 12 different types of triggered campaigns by analyzing open rates, conversions, revenue, and more.
The open rate of triggered campaigns is double that of business-as-usual (BAU) emails, indicating that marketers are missing an opportunity for customer engagement. Triggered campaigns also generated 4.4 percent of all email opens and 9.0 percent of all unique clicks.
“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 interest in consumers’ actions. In addition, they are designed to elicit an immediate response, which is a crucial step in the path to conversion.”
In order to deliver on the expectation of timeliness and relevance, triggered programs use a variety of data points to deploy emails tailored to customers’ actions and preferences. Given this level of personalization, it is not surprising that triggered campaigns saw higher engagement rates than BAU emails. The report revealed that triggered emails generated double the click-to-open (CTO) rate (22.5 percent vs. 11.1 percent) and more than four times the unique click rate of BAU campaigns (6.5 percent vs. 1.6 percent).
“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, parent company of Yes Lifecycle Marketing. “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.”
Yes Lifecycle Marketing’s Ultimate Email Trigger Report also showed that marketers who are implementing triggers are not using them to their full advantage. Nearly three-quarters of brands (72 percent) send welcome emails with 2 percent of these messages leading to purchases. Remarketing and milestone triggers, such as birthday and anniversary emails, outperform welcome emails significantly. Yet, far fewer brands send these campaigns, indicating that marketers are missing an opportunity for engagement and conversion.
To learn more about triggered email campaigns, download the full Triggered Campaign Report here.
About Yes Lifecycle Marketing
Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, call 1-877-937-6245, email email@example.com or visit www.yeslifecyclemarketing.com.
Infogroup is a big data, analytics and marketing services provider that delivers best in class data-driven, customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100TM enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 245MM individuals and 25MM businesses, which is distributed real-time to our clients. For more information, visit: www.infogroup.com.
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