Timely, Automated Emails Equal Marketing Success
Timely and automated personalized marketing messages are far more successful in engaging customers than messages generated manually without the consideration of recent recipient actions, according to the 2014 Email Marketing Benchmarks Study published this month by Silverpop, a digital marketing software provider.
For the study, Silverpop compared the performance of transactional versus non-transactional email messages and automated versus manual email messages. The report studied emails sent by 3,000 brands worldwide throughout 2013.
Automated messages achieved, on average, an open rate 15 percent higher and a clickthrough rate 79 percent higher than their manual counterparts, the study found.
"The study results confirm that in today's customer-driven world, highly relevant, individualized messages are what drive buyers to engage with marketing emails," said Loren McDonald, vice president of industry relations at Silverpop, in a company press release discussing the study. "To achieve this level of true one-to-one engagement, marketers must adopt marketing automation technology, sending messages
with personally relevant content based on the customer's timeframe, not the marketing department's."
Other notable findings from the study include the following:
- Transactional messages sent by companies with results in the top quartile have open rates four times higher than median open rates for non-transactional messages.
- Transactional messages achieved a median clickthrough rate of 4.2 percent and a click-to-open rate of 15.1 percent, compared to non-transactional messages at 1.5 percent and 9.9 percent, respectively.
- The overall median hard-bounce rate was just under 0.04 percent, indicating email marketers made list hygiene a top priority in 2013.
- Top quartile performers’ automated messages achieved clickthrough rates 60 percent higher than manual sends and open rates more than double the median, as well as five times to 22 times higher than bottom quartile performers.
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