Transactional Emails Are Where It’s At

Bills and receipts are sexy to customers. OK, maybe not sexy, but customers do feel like those messages require action more often than “broadcast email,” so they open 72 percent and click on 30 percent of them from the top-performing quartile of companies, according to the “2015 Email Marketing Metrics Benchmark Study.” (opens as a PDF)

This research from Silverpop, an IBM company, benchmarks about 15 email marketing metrics for several verticals and finds transactional emails have the best engagement rates.

“These are some of the most relevant emails you can send,” reads the study emailed by eMarketer, “because they speak to actions your customers have taken and represent another avenue to broaden engagement.”