Transactional email open rates can be three times higher than commercial email. Why? It’s because your customers are expecting them – even welcoming them – because they took a certain action in which they expect to receive a communication from you. They may have placed an order, signed up for your service, submitted a friend request, or asked to be notified of certain events. As a result, they are more apt to open your email.
A report from Borrell Associates, Inc. and Merkle revealed that 64% of consumers consider transactional emails to be the most valuable messages in their inbox.