Epsilon: Consumers are responding to triggered e-mails

03/18/2013 | MediaPost Communications

So-called "triggered" e-mails enjoy a 70.5% higher open rate and more than double the click-thru rate, according to an Epsilon study. But welcome messages, order confirmations and other triggered messages comprise only 5% of total e-mail volume. Epsilon Vice President of Digital Analytics Judy Loschen suggests greater personalization will help to engage customers after the initial opt-in.

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