Why is Transactional Email So Engaging?

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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.

Experian’s Transactional Email Benchmark Report provides some interesting findings.

  • • The average revenue per transactional email is 2-5 times higher than standard bulk mail.
  • • Transaction rates are 8x higher than bulk mailings for order confirmations and 4x higher for shipping and returns/exchanges.
  • • Customers tend to open transactional emails repeatedly.

With transactional email such a valuable commodity in the inbox, it’s imperative for marketers to not only ensure these emails reach their customers, but also to maximize the opportunity to increase overall engagement. For some tips on how to up-sell and cross-sell your products and services within transactional email, read our previous post – Use Your Transactional Messages to Market Your App.

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Carly Brantz is a veteran in the email deliverability space working to make email simple and easy for developers by regularly writing whitepapers, research briefs and blog posts about email, technology and industry trends.

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