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.
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