Most brands measure the success of transactional emails by looking at opens, clicks, or the delivery rate,according torecent research fromSparkPost.

The reportwas based on data from a survey conducted in 2019 among 329 professionals involved in developing transactional email campaigns (e.g., shipping confirmation messages, new user onboarding messages, etc.) for their firms.

该报告提供了有关交易电子邮件的电子邮件专业人员的方法，技术和信念的快照 - 在当今紧张的电子邮件隐私法规中，品牌可以使用的少数通信渠道之一。

Senders recognize how transactional email can accelerate the customer journey,研究发现:

• 95% say it's very or somewhat important for engagement.
• 83% say it's very or somewhat important for retention.
• 88% say it's very or somewhat important to conversion.

Some 26% of respondents say they measure the success of transactional emails by looking at opens, 23% look at clicks, and 23% look at the delivery rate:

Despite survey respondents' recognition of the critical role of transactional email, the survey found shortcomings in the way engagement, testing, and deliverability are handled:

• More than one-third of transactional emails are still written by technical personnel (IT and Engineering) who have little to no connection with recipients and lack the context of how they fit within the customer journey.

• A/B-testing is growing, but not quickly: Just 27% A/B-tested two years ago, and nearly 64% of survey respondents have yet to start A/B-testing. That is, only 36% of respondents say they A/B test their transactional email messages to improve the performance of campaigns.

• 只有52％的人说他们使用身份验证，另外21％的人表示不确定。此外，只有22％的人已经实施了DMARC来防止电子邮件欺骗。

• On the mobile side, 37% of senders are unsure what percentage of mobile engagement is actually happening.

Customer complaints also seem to be on the rise: Nearly half of respondents, 47%, say customers complain about nonreceived transactional emails, compared with 38% who said so in a previous survey.

受访者还报告说，可交付性问题正在上升：几乎40％的自动化电子邮件发送者报告了交付性问题，只有62％的人说其可达性率为95％或更高。

About the research:The reportwas based on data from a survey conducted in 2019 among 329 professionals involved in developing transactional email campaigns (e.g., shipping confirmation messages, new user onboarding messages, etc.) for their firms.