According to the earlier mentioned 2010 Annual Email Census performed by Econsultancy in association with Adestra, there are a minority of companies that use email marketing as an automatic response to consumer actions on their web site: triggered emails.
These emails are usually sent as the result of a sign up or purchase on a web site.
From a marketing stand point, they typically serve to offer additional products or services to the services that were originally purchased or accessed – triggering the email.
In fact, based on the 2010 Email Census, 47% of online companies use these emails, down from 56% in 2009.
Other marketing emails serve to promote reviews and ratings posted by actual customers on the marketing company’s web site.
From the same study, a reported 21% of companies used such emails as a portion of their marketing campaign.
Email, video and testing
Video content was a consideration for a number of respondents.
28% used video content placed directly in the emails as an addition to text based advertisements.
Finally, many companies (69%) also test their emails, specifically subject lines.
I wonder what the others do…