With brands focusing their attention toward building web presences that attract prospects and convert leads to loyal customers, some businesses have walked away from media that used to contribute greatly to website conversions. For example, email marketing barely makes the spotlight in today’s social-driven marketplace, though it made significant contributions in the past. Even so, according to the “Q3 2012 North America Email Trends and Benchmarks report” from Epsilon and Email Institute, business owners should rethink their content marketing strategies to include email outreach.
Triggered marketing communications reach buyers throughout the sales cycle
The report highlights continued growth in triggered marketing communications. Data shows 19.1 percent year-over-year growth, yielding to 75.1 percent higher open rates than other outreach efforts. More, triggered communications generated 114.8 percent higher clickthrough rates when compared to Business as Usual (BAU) messaging in the third quarter of 2012.
“Triggered marketing communications use business intelligence to target prospects who have moved further along in the sales cycle.”
According to the report, triggered messages accounted for 2.6 percent of total outreach messages – up 19.1 percent from the third quarter of 2011 when the content type stood at 2.3 percent of total volume. The study also revealed that 49 percent of average email files led to at least one recipient opening the message throughout the course of the study. Brands that want to deliver targeted media to their prospective or current customers that not only provides insightful information at the ideal time but also edges clickthrough rates upward must develop media that boosts content ROI.
Triggered messages use business intelligence to better understand when prospects have moved further along in the sales cycle. Brands that can send potential customers email content that builds upon previous outreach efforts may encourage prospects to remain interested in products, even if they haven’t converted yet.
The study examined 6.4 billion emails in Q3 to understand open-rate and CTR tends. Data found the retail industry received triggered open rates at 65 percent – the highest among all industries. Consumer Products saw the highest click rate at 20 percent.
Content drives engagement
Since nearly half of all emails sent in Q3 2012 went unopened, the study encourages brands to consider viewership engagement as a long-term strategy, instead of a temporary effort. Maximizing content for lead generation and nurturing can lead to higher engagement rates, and through triggered communications, brands may be able to tap into consumers’ mindsets throughout the sales cycle. Of course, without truly engaging and original copy, email efforts may miss the mark.