Numbers from Silverpop’s survey on email marketing confirm what many vendors have touted — automated messages triggered by behaviors work —and the success of manual, blind ones are fading.
The email service provider, who many say coined the phrase "behavioral marketing," released findings this month from its 2014 Email Marketing Metrics Benchmark Report that included emails sent by nearly 3,000 brands across 40 countries throughout 2013.
One of the big lessons from the results for marketers?
"Marketers really need to capitalize on transactional emails," Loren McDonald, Silverpop’s VP of industry relations, told CMSWire. "Don’t overload your customers with promotional offers, but try suggesting related products or encourage reviews within transactional emails. This allows marketers to gain better insight on their customers while also creating the opportunity for upsells."
Why Transactional, Promotional Email Rocks for Marketers
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