B2B Marketers Can Hit Bull’s Eye with Triggered Email Messages

B2B Marketers Can Hit Bull’s Eye with Triggered Email Messages

Bull's Eye

Forrester Research projects that 2013 will see about $560 billion in business-to-business ecommerce transactions, indicating the sector must master multichannel marketing programs and proven techniques used by business-to-consumer entities. One online marketing technique gaining ground in B2B is the use of “triggered email messaging.” Triggered messages, which account for only about 2.6% of all emails, are sent automatically to a recipient as a result of a particular online action. Upstart B2B companies are already driving higher open and click-through rates by using “triggered messaging,” according to a report from Epsilon, a multichannel marketing company. Epsilon analyzed 6.4 million emails sent by 170 organizations in Q3 2012, and found triggered messages prompted about 75% higher open rates and 115% higher click rates than emails sent via traditional methods.  BtoB Online


  • Six in 10 consumers (66%) prefer web retailers and more than four in 10 online shoppers (45%) have bought something online that they wouldn’t buy in person. (mashable.com)
  • 59% of consumers are more likely to buy when brands answer the phone in under a minute; 73% are more likely to recommend highly responsive brands to other consumers. (Ifbyphone.com)
  • More than six in 10 smartphone users (61%) say that if they don’t find what they want right away on a mobile site, they’ll leave. (MarketingVox.com)
  • Gen Y was responsible for 30% of all spending on books in 2011 – knocking baby boomers out of the bibliophilic top spot for the first time in years. The panel of 70,000 book buyers of all ages made 39% of their purchases through online retailers. E-books jumped from 4% to 14% of all book purchases between 2010 and 2011. (publishersweekly.com)
  • 50% of Internet users (96 million) listened to music on an Internet radio or on-demand music service in the past three months. More than one-third (37%) of U.S. Internet users listened to music on Pandora and other Internet radio services, while an equal percentage (36%) used an on-demand music service, like YouTube, VEVO, Spotify, MOG, Rhapsody, and Rdio. (npd.com)

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