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 an email sent to Target Marketing on Friday that contained a link 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.”
Average marketers witness 45 percent open rates with these emails and even the laggards see double-digits, according to the research.
Silverpop makes this suggestion: “An email receipt for a camera purchase, for example, might include a promotion for a camera bag and zoom lens based on like-minded purchases.”
Here are a few more tips from the study about how marketers can increase their transactional email open rates:
- Invite buyers to review their purchases or join the loyalty club or user community;
- Link to user information;
- Provide how-to videos and other information on the site; or
Provide other options for continued interaction. “This might include product usage guides, customized recommendations or an invitation to join your email program,” reads the research.
How well are transactional emails performing for the marketers reading this article? Which calls to action work best on these emails?
Please respond in the comments section below.
Related story: Best Western Bests Transpromo