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Triggered Email Benchmarks for E-Commerce Brands

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Most e-commerce brands (51%) send between two and four types of triggered emails, according to recent research from Bluecore.

The report was based on data from 332 million emails sent between July 2015 and July 2016 by 280 Bluecore customers in the apparel, electronics, home goods, and other consumer sectors.

Cart abandonment emails have the highest average conversion rate (2.63%) and click-to-conversion rate (21.78%) of any triggered message type, the analysis found.

Product abandonment emails rank second, followed by back-in-stock emails.


Cart abandonment emails have the highest average revenue per email ($6.77) of any triggered message type; price decrease emails have the second highest average revenue per email ($2.83).

Triggered emails for products with different price points have significantly varying engagement levels, the analysis found.

Emails for orders in the $50-$100 range have the highest average conversion rate (1.41%); emails for orders over $1,000 have the lowest conversion rate (0.43%).

About the research: The report was based on data from 332 million emails sent between July 2015 and July 2016 by 280 Bluecore customers in the apparel, electronics, home goods, and other consumer sectors.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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