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Most Email Opens, Transactions Occur on Day 1

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Highlighting the instantaneous nature of the email channel, nearly one-half (47%) of transactions and over three-quarters (78%) of unique opens and clicks occur within the first day of email receipt, and such response times vary by industry and email offer type, according to research by Experian CheetahMail.

Companies in the Business Products and Services industry enjoy the quickest customer response: 58% of transactions and 52% of revenues are generated on the first day of email receipt.

By contrast, Travel registers the slowest response time: Only 13% of transactions and 11% of revenue occur on day one of email receipt.


Looking for solid, substantiated information about email from the industry's best resources? The 67-page Email Marketing Factbook featuring 39 charts tells you about email usage, what captures users' attention, and how organizations are using email to reach customers. This email factbook consists of chapters 1 & 2 from the larger Digital Marketing Factbook a 144-page compilation of data and 110 charts that also covers search engine marketing and social media.



Transactions and revenue response vary significantly by mailing type and subject line content:

  • Time-limited offers in email subject lines prompt the quickest response: 59% of such transactions and 55% of generated revenues occur in the first day of email receipt.
  • Coupons prompt a much slower response: 36% of such transactions and just 31% of earned revenues are generated in the first day. 
  • Abandoned-cart emails generate quick transaction responses:  52% of such transactions occur on day one of email receipt—and tend to generate higher revenue per email in the long term: 87% of generated revenue occurs within seven days.
  • Welcome email recipients require more time to make purchases: 33% of such transactions occur on the first day.

About the data: Findings are from a study of 44,011 mailings from 404 industry-diverse CheetaMail clients, conducted in March 2010 by Experian CheetahMail Strategic Services Group.  


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