Transactional e-mail marketing still growing: Silverpop study
Although many companies are interested, transactional e-mail marketing has yet to be adopted by most e-mail marketers, according to a new Silverpop study.
The Silverpop report, titled “How Top Retailers Use Transactional E-Mails,” studied the messages sent to recipients immediately following an online purchase. Silverpop’s strategic research group purchased items from 84 of the top online retailers, evaluating the e-mails on subject line, personalization, layout and promotional content. It found that only one in five retailers used transactional e-mails to promote other products.
“Far too many companies allow their companies’ IT departments to send static, text-only messages,” said Elaine O’Gorman, vice president of strategy at Silverpop, Atlanta.
“This is despite the fact that transactional e-mails often reach customers at a time when they are most likely thinking about the company in a positive light.
“They are also among the most highly read e-mails, with open rates often far in excess of 60 percent to 70 percent, which makes them extremely efficient vehicles for marketing as well,” she said.
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