Going beyond business as usual: Introducing triggered message benchmarks

Today Epsilon and the EEC released our quarterly email trends and benchmarks report. This quarter we unveiled new benchmarks for triggered messages.

Triggered messages are identified by their campaign naming, such as Trigger, Welcome, Thank You, Confirmation and Saved Cart. For Q411 we found that triggered messages represented 2.8% of total email volume. With significantly stronger performance when compared to “business as usual” (BAU) email messages, we decided to take a deeper look at triggered messages.

After analyzing 51 billion triggered messages sent from January, 2010 to December, 2011, we compared open and click rates of triggered messages to those of BAU messages.
We found that in Q411 alone, triggered messages had a 93.8% higher open rate and a 123% higher click rate than BAU messages.

Triggered Message Non-Bounce, Open and Click Rates


Proving marketers see the need for triggered messaging, the percentage of triggered messages grew 19.8% from 2010 to 2011, with quarter over quarter growth throughout 2011. As the chart above shows, open rates for triggered messages increase year over year by 13.6% (from 42.4% in Q4 2010 to 48% in Q4 2011).

In the report we also looked at industry-specific metrics and found that triggered emails had higher open and click rates than BAU messages across all industry categories. By far the greatest difference in open rates was seen in the Retail Apparel category, while the largest difference in click rates was in Retail Specialty.

Retail Apparel Triggered Messages


Retail Specialty Triggered Messages


Consumer Products CPG triggered messages also performed exceptionally well. CPG triggered messages resulted in 168.8% higher open rates and 104.8% higher click through rates than BAU emails.

Download our Q4 2011 Email Trends and Benchmarks report now for a more in depth analysis of email performance trends by industry and message type.