Want higher open and click rates? 3 reasons to start triggering emails today

Alex Mastrianni

Transactional and triggered emails tend to see some of the highest open and click rates. Many marketers have plans to increase their usage of these types of emails. Engagement metrics for these emails tend to be much, much higher than newsletters and other standard marketing messages, but that’s not the only reason we love them. Transactional emails are a great way to build rapport with subscribers and keep them engaged right from the start. If you’re not already taking advantage of this fantastic engagement opportunity, now is the time to start.

Here are some examples of triggered email types from MarketingSherpa:

Marketing Sherpa Chart of the Week

3 reasons to send triggered and transactional emails today

1. Your timing is perfect

We know that relevant emails are the highest performing emails. Transactional messages couldn’t be more relevant! If someone was just on your website and filled out a form to join your email list, your organization is probably top of mind. Why not send an email to confirm their subscription and point them to other areas of your website? If a member just joined or renewed their membership, why not send a triggered email thanking them for support and start promoting membership benefits? Get in their inbox while you’re on their mind.

2. You’ve got a captive audience

Use this time to tell subscribers exactly what to do next that will help build your relationship. If their subscription form was just a few fields to get them hooked, send a confirmation email that encourages them to further set preferences regarding the types of email they want to receive. This post-action timeframe is critical to further developing and nurturing your ongoing relationship.

3. Deliverability will improve

High open and click rates are a testament to your sender reputation. Transactional emails can help improve your delivery rate because ISPs will notice that subscribers are engaging with your email and therefore reinforcing that you are a legitimate sender. Take advantage of the opportunity to improve your deliverability rate with transactional mailings.

Looking for an easy way to start using triggered and transaction emails? A welcome campaign for new email subscribers can be a great place to start! Check out our tips on Welcome Emails that Engage or learn more about our transactional email module.


About the Author
Alex Mastrianni

As the Marketing Manager at Informz, Alex drives the development and implementation of our content marketing plan and marketing campaigns. Outside of work, Alex is a pop culture junkie, ice cream fanatic, and semi-pro vacation planner.