Transactional email messages—such as purchase confirmations, account services messages and triggered alerts—have higher open rates than typical marketing messages (42.8% according to our Q2 2011 Email Trends and Benchmarks report). This creates a significant opportunity for marketers to reach consumers who have interacted with their brands. Transactional emails have the potential to be more than just purchase confirmations. They can be used to strengthen relationships with consumers and drive incremental revenue.
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