95% of email marketers find transactional emails to be ‘very’ or ‘somewhat important’ for engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 31, 2020, 7:38 AM GMT+0

Ownership of transactional emails is moving towards marketing teams and away from IT departments.

This article cites a SparkPost report which found that while transactional and triggered emails are growing, there isn’t enough investment being made in the technologies supporting them. These technologies maintain consistent deliverability, engagement and quality.

With global regulations being tight around email privacy, transactional email is the only channel brands can leverage without explicit consent. However, deliverability remains to be a challenge.

Only 62% of email service providers (ESP) reported their deliverability rate to be 95% and above. Almost 40% of ESPs face deliverability issues. Further, two-thirds of transactional email creators work in marketing or product ownership roles. However, over a third of transactional email content creators hold technical roles and lack the necessary context or insights to produce engaging emails.

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