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Flash Sale Emails Boost Transaction Rates

November 3, 2011

The flash sale is one of the hottest tools being used today to capture customers' attention, and email is a key driver of such campaigns, generating on average 18% of referral traffic to websites advertising flash sales, higher than social media (13%) and search (11%), according to a report by Experian CheetahMail.

Moreover, flash sale emails boost transaction rates. Among email campaigns studied, transaction rates for flash sale email campaigns were more than 35% higher than standard bulk campaigns to the same clients: 0.11% vs. 0.08%.

Flash sale emails also generated more actions and transactions: 74% of mailers had higher transaction-to-click rates and 67% had higher transaction rates, compared with bulk emails sent to the same clients.

Below, other findings from a report titled "Top 5 Flash Sale Tips," by Experian CheetahMail Services.

Regardless of industry, flash sale promotions are an effective tool, the study emphasizes, not just for retailers wanting to sell off excess inventory, but also for hotels to driving bookings in specific regions, restaurants driving traffic on typically slow times of day, and so forth.

Moreover, flash sales are on the rise: Among email campaigns conducted in the first two weeks of retail season (Sept 30 to Oct 2011) the number of flash sale and daily-deal-related campaigns have more than doubled, according to CheetahMail Services.

Among the reports key findings:

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