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Email Marketing Statistics and Metrics
Email's ROI in 2009 was $43.52 for every dollar spent on it. - DMA (2009)
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Transactional Emails

Transactional messages sent by top-performing companies get opened almost four times each. - Silverpop "2014 Silverpop Email Marketing Metrics Benchmark Study" (2014)

Compared with the median CTR of 1.5 percent and CTOR of 10 percent on all messages, transactional messages scored a median 4.2 percent and 15.1 percent. - Silverpop "2014 Silverpop Email Marketing Metrics Benchmark Study" (2014)

Enhanced e-receipts providing up-sell and cross-sell opportunities compared to basic e-receipts generated better results: (1) Up to 600% increase in clicks - 0.18% basic to 1.26% enhanced, (2) Up to 125% increase in transactions - 0.04% basic to 0.09% enhanced, (3) Up to 360% increase in revenue per email - $0.05 basic to $0.23 enhanced. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

Revenue per email of $0.13 for e-receipts compared to $0.09 for bulk mailings demonstrate good potential to generate repeat purchases. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

Higher bounce rates for e-receipts (4.5%) versus bulk emails (0.6%) may be due to the differences in quality of addresses provided at point of sale. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

Unique click rates are lower for e-receipts (0.9%) than bulk email(2.9%), most likely due to less calls-to-action. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

E-receipts have higher unique open rates (33.7%) than bulk mailings (16.2%). - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

30% more of the top 1,000 e-retailers used cart abandonment emails in 2012 than in 2011. - DMA "National Client Email Report" (2013)

On average, 45% of user actions within a web application trigger a transactional email. - SendGrid "The Hidden World of Transactional Email [Infographic]" (2012)

Web applications are sending an average of 631,000 transactional emails per month. - SendGrid "The Hidden World of Transactional Email [Infographic]" (2012)

93% of web applications expect their transactional email volume to increase in the next year. - SendGrid "The Hidden World of Transactional Email [Infographic]" (2012)

Those that sent an email 20 minutes after a customer has abandoned a shopping cart or booking form experienced a 5.2% conversion from send. Anything after 20 minutes decreases in the conversion rate. - SaleCycle "The Perfect Basket Abandonment Email" (2012)

Speed is an essential part of a sales recovery email campaign, with a 50% drop in performance after 24 hours. - SaleCycle "The Perfect Basket Abandonment Email" (2012)

After testing basket abandonment emails, it was proven that a combination of company name and product details in the subject line is a safe bet to ensuring an open rate of over 50%. - SaleCycle "The Perfect Basket Abandonment Email" (2012)

With basket abandonment emails, the call to action of "complete your order (cart)" had the best click through rates of 35% compared to other links in the email content. - SaleCycle "The Perfect Basket Abandonment Email" (2012)

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30.7% of retailers surveyed send abandoned cart emails to customers. - "Abandoned Shopping Cart Email Strategies Report"

45.1% of retailers that have an abandoned cart email programs include product images - "Abandoned Shopping Cart Email Strategies Report"

32.3% of retailers that send abandoned cart emails mail them within 72 hours - "Abandoned Shopping Cart Email Strategies Report"

Shipping confirmation emails had a 20.8% click through rate, compared 3.1% for bulk mailing emails sent by the same companies. - Experian Marketing Services, "The Transactional Email Report." (2010)

Average revenue per email was $.80 for shipping confirmations vs. $0.26 for bulk mailings sent by the same companies. - Experian Marketing Services, "The Transactional Email Report." (2010)

Transactional emails brought in revenues between about 3 and 6 times higher than bulk mailings from the same clients. - Experian Marketing Services, "The Transactional Email Report." (2010)

Only one percent of 500 surveyed retailers are sending a welcome series to engage new email subscribers. - Listrak "Creating an eCommerce Welcome Series to Increase Subscriber Engagement and Email ROI" (2010)

84% of recipients open an abandoned cart emails within 24 hours, and 99% of recipients open within a week. - Experian CheetahMail (2010)

52% of transactions as a result of abandoned shopping cart emails occur within one day, and 74% within three days. - Experian CheetahMail (2010)

Dollars-off promotions in birthday emails have the highest transaction rate(0.95%) and revenue per email ($0.57). -Experian Marketing Services "The Birthday and Anniversary Report" (2010)

Anniversary emails see an average transaction rate of 0.63% (compared to 0.11% for mass anniversary promotions), while birthday emails see an average transaction rate of 0.49% per email (compared to 0.10% for mass birthday promotions). -Experian Marketing Services "The Birthday and Anniversary Report" (2010)

Anniversary emails see an average ROI of $0.66, while birthday emails see an average ROI of $0.51 per email. -Experian Marketing Services "The Birthday and Anniversary Report" (2010)

Birthday emails tend to have 300% higher CTR than mass-promotion mailings, while anniversary campaigns are approximately 100% higher. -Experian Marketing Services "The Birthday and Anniversary Report" (2010)

Total open rates for birthday and anniversary campaigns are 235% and 150% higher respectively than mass-promotion mailings. -Experian Marketing Services "The Birthday and Anniversary Report" (2010)

The top five birthday subject lines based on open rates are:
  • A special gift for your birthday
  • Happy Birthday [FIRSTNAME]
  • Happy Birthday From [Company]
  • Your Special Birthday Bonus
  • A special gift of 20% off for your birthday

  • -Experian Marketing Services "The Birthday and Anniversary Report" (2010)

A major travel site generates 45% of its email profits from triggered messages that make up only 3% percent to 5% of its total message volume. -Email Insider "Triggered Emails: Low Volume, High Returns" (2010)

An online specialty-products retailer found that 40% of its email revenue comes from transactional/triggered messages, which make up only 4% of volume. -Email Insider "Triggered Emails: Low Volume, High Returns" (2010)

Birthday email messages generate 25 times the revenue as a regular broadcast email for a uniforms retailer. -Email Insider "Triggered Emails: Low Volume, High Returns" (2010)

The average number of days from when the goods were left in a cart until an email was received was 6.15. - E-Tail Group "More Merchants Rely on Email to Minimize Cart Abandonment"(2010)

Mostly image based transactional emails received 50% higher clicks through rates than text based transactional emails. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

Nearly six out of 10 emails (58 percent) were sent in HTML format. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

Only 14 percent of transactional emails encouraged recipients to register to receive future promotional messages. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

Six percent of the transactional emails received landed in recipients' junk folders. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

Most companies (74%) send transactional emails within 10 minutes of order placement, with 38% being sent within 1 minute of order completion. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

44% of transactional emails did not include any form of personalization. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

Only 21% of transactional emails included promotional Content. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

57% of consumers have positive view of marketing content in transactional email, so long as transaction content is readily seen and commercial information is relevant. - MarketingSherpa "Ecommerce Benchmark Guide" (2007)

75% of customers open and read transactional emails frequently or very often versus 45% for other permission commercial email. - MarketingSherpa "Ecommerce Benchmark Guide" (2007)

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