IBM Watson Says "Make Your Emails Transactional"

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Over the next four weeks we will be publishing insights from IBM Watson on what makes digital marketing more effective--from a qualitative standpoint. This week we focus on the first insight from their 2018 Digital Marketing Benchmark Report. 

For a deeper dive into email best practices, check out our new whitepaper:

Events, Email and Beyond

Transactional emails have a much higher open rate than non-transactional messages.

This should alert you to putting additional content within the transactional message, as the number of customers who will actually see it increases by nearly 100%. Even among the worst performing brands, transactional messages achieve double digit open rates. You can use this to your advantage by including a CTA for attendees to sign up for extra paid event sessions, for example.