According to a recent Experian Marketing Services study, informational or “thanks for joining” messages drive significantly higher open and transaction rates than promotional emails, as well as higher revenue per email. Although most welcome emails are sent via a batched method, welcome emails that are triggered in real time receive 10 times the transaction rates and revenue per email.
In addition to testing promotional emails, marketers should analyze and test welcome emails and offers in order to drive engagement and increase transaction rates.