The Hidden World of Transactional Email [Infographic]


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Transactional email is booming: web applications are sending an average of 631,000 transactional emails per month. See more results from our recent survey.

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Transcript of Infographic

Via SendGrid: Making transactional email easy for developers everywhere.

The Evolution of Transactional Email

1997: Transactional email emerged as an email category in the late 1990s as ecommerce retailers begain sending purchase receipts and shipping notifications via email.
2003: Transactional email was solidified as an email category in 2003, when the CAN-SPAM Act exempted ‘transactional or relationship messages’ from the rules and regulations of traditional marketing or commercial emails.
2012: Transactional email in 2012 includes any email triggered by a user’s interaction with a web application, including signups, password changes, check-ins, notifications, and friend of follower requests. These emails typically contain information a user wants or needs and have the highest open rates across all categories of email.

• On average, 45% of user actions within a web application trigger a transactional email.
• The average web application sends 631,000 transactional emails a month.
• 93% of web applications expect their transactional email volume to increase in the next year.

Percentage of Web Applications That Rank Transaction Email as “Important or Very Important” for:

• Customer Acquisition: 79.1%
• Customer Retention: 89.89%
• Marketing: 71.5%

Web Application User Actions Supported by Transactional Email

Percentage of web apps supporting:

• Signups / Subscriptions: 80.5%
• Purchase / Order / Shipping Confirmations: 49.8%
• Password Recovery / Changes: 76.5%
• Friend / Follower Requests & Confirmations: 28.0%
• Daily Deals / Offers: 19.1%
• Location-Based Check-ins: 4.1%
• Lead Distribution: 16.0%

Most Important Customer Communication Channels

As ranked by web applications

• Email: 77%
• Phone: 11.8%
• SMS / Text: 1.4%
• Chat / IM: 1%
• Other: 8.7%

Target Audience of Web Applications Surveyed

• Customers: 37.9%
• Businesses: 25.5%
• Both: 25.5%

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As SendGrid's Senior Marketing Analyst, Danny is responsible for keeping the marketing team focused on making data-driven decisions to help make sure we are providing value for our customers and prospects. While he may spend his days knee deep in spreadsheets now, Danny spent most of the last 10 years managing email campaigns, website optimization, and PPC campaigns for B2B companies.

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