After marketers launch their e‑mail campaigns, they wait. Consumers will either respond to the e‑mail message or delete it. How long might this process take? ExperianCheetahMail regularly studies this topic and its most recent report sheds light on the industry.
Late last month, the firm’s findings, based on over 44,000 mailings, showed that the first 24 hours after a mailing launches are most active for the marketer. During that period of time, about half of the transactions relating to the e‑mail will have taken place. In addition, 75% of opens or clicks related to the mailing also occur during the first day.
By industry, the results varied a bit. For example, the following details stood out:
- Business Products/Services: 52% of responses occurred within 24 hours along with 79% of revenue.
- Travel: 13% of transactions took place on day one along with 11% of revenue.
And the type of e‑mail campaign also makes a difference. Transactions occurred on the first day of an e‑mail campaign at the following rates:
- Limited time offers: 59%
- Coupons enclosed: 36%
- Abandoned cart messages: 52%
- Welcome e‑mails: 33%
Rachel Bergman, general manager and SVP, Experian CheetahMail says “[b]eing able to anticipate customer response time can help businesses optimize everything from forecasting and budget planning to timing the launch of cross-channel promotions and sales.” Her organization’s findings point to the importance of understanding the nuances of e‑mail marketing before clicking the send button.[Source: Experian CheetahMail research finds almost half of transactions occur within one day of email receipt. Experian CheetahMail. 21 Jun. 2010 Web. 1 Jul. 2010]