US consumers are continuing to open email marketing messages at a consistent rate, but analysts have found that transactional or service emails are getting more attention, new research shows.
According to a report from marketing services provider Epsilon and the Direct Marketing Association, overall open rates for the third quarter of 2010 stood at 22 per cent and click rates were up 0.2 per cent to 5.4 per cent, DM News reports
Emails categorized as service or transactional messages, such as purchase confirmations, account service messages or triggered alerts, had a higher performance, with open rates at 37.3 per cent.
Kevin Mabley, senior vice-president of strategic and analytic consulting at Epsilon, told the news provider that transactional e-mails gave businesses a "prime opportunity to promote the brand and cross-sell products and services".
Some retailers have "effectively leveraged purchase confirmations with messaging that promotes complementary products", the expert added.
The report examined e-mails sent across 13 industries from roughly 150 clients.
Posted by Paul Newman