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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Danny Randa has been working in digital marketing since the launch of Nickelodeon's virtual world Nicktropolis in 2006. After three years of managing interactive marketing campaigns for Nickelodeon's game, he completed an MBA in Entrepreneurship and Marketing at the Leeds School of Business in Boulder, CO. He now works at SendGrid helping developers solve their email infrastructure challenges.

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