Triggered Email Marketing – The Stats Speak for Themselves

No need to hit the floor, Triggered Marketing has nothing to do with guns.  It is in fact just messaging (9 times out of 10 delivered by email) that reacts to an event like a change in customer behavior, external circumstance, or predictable-fixed occurrence.  Customer behavior could be something like the famed abandoned shopping cart (we’ve all done it), an external circumstance might be a government rebate on energy saving windows, and we just experienced a predictable-fixed occurrence – New Year’s Day.

You can see how it would be beneficial for any company that sells online to be able to issue emails based on abandoned shopping carts, a local Windows & Doors company to send out direct mail to promote their services in the context of a government rebate, and a local Weight Loss clinic to send New Year’s spirited emails to current and past customers.

But just how beneficial is Triggered Email Marketing?  Is it appealing enough to enable local channel partners with this kind of functionality?    

Well, according to Adam Sarner, Research VP at Gartner, “Marketers that do this right (less than 20% of marketing organizations today) will see their marketing messages receive, at minimum, five times the response rate of non-targeted push messages.”

Even though we wholeheartedly believe in triggered messaging, that seemed a little optimistic to us.  So we did a bit more research to see what kind of statistics we could find to support the use of Triggered Email Marketing.  Here you go:

The Email Experience Council reported Click Rates 119% higher for triggered messages than “Business as Usual” messages in Q1 of 2012. (Epsilon and the Direct Marketing Association)

Email Marketing Research Center data published in March of 2013 shows open rates and click-through-rates twice has high for triggered emails when compared to regular batch and blast emails. (Epsilon)

Outdoor Industry Association retailers that utilize triggered emails attested they consistently saw the largest response rates of any emails the retailers send. (Outdoor Industry Association)

In quarter two of 2012 triggered email accounted for only 2.6% of total email volume, although that showed a 22% increase over quarter one. (Epsilon)

39% of respondents to a 2013 Email Marketing Benchmark Survey said they used triggered email to increase relevance and engagement of their email campaigns, more than any other method. (Marketing Sherpa)

So there you have it, we did the research for you.  Relevant and timely communications resonate with customers, kind of a no-brainer when you think about it.  Triggered Email Marketing is one of the centerpieces of the grand shift towards personalized messaging that seeks to create dialogue between customer and brand.  Don’t think people want to hear from your local channel partners…I’ll drop one more stat in your lap.  According to Forrester Research survey, “Consumers are hungry to stay in touch with brands after a purchase to find deals (54%), get free samples (41%), or simply learn about the latest product or service offerings (33%).”


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