Triggered Message Click Rates Over 119 Percent Higher Than Normal Business Email.

According to the June 2012 Epsilon and Direct Market Association’s Email Experience Council’s Email Trends and Benchmarks report triggered email messages had a 119% higher click through rate than standard “business as usual” (BAU) email messages.  This significantly stronger click rate than traditional email marketing spotlights a prime opportunity to create triggered email messages to help boost online response rates and build stronger relationships.  A triggered email message is typically produced when a registered website visitor interacts with your content in some meaningful way.

Another interesting finding from the report, according to Judy Loschen, Vice President of Digital Analytics at Epsilon was “In the first quarter this year we again noticed that open rates continue to increase as click rates decrease. This is partially a result of consumers’ growing tendency to open emails on their mobile device, then abandon without clicking because the content is either not optimized, or the mobile experience is lacking.”  This once again support the on-going need to create mobile friendly messages combined with responsive website designs and landing pages.

You can read more information about the report here.