Customer Email Response Times Vary By Industry

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July 19, 2010

Customer Email Response Times Vary By Industry

By Mike Sachoff

Experian Marketing Services has released new research from its email marketing division, Experian CheetahMail, indicating that almost half (47%) of transactions and three-quarters of opens and clicks occur within one day of the email receipt.

Response times for transactions and revenue were found to vary by industry. The research data showed that companies in the business products and services vertical tend to have the quickest customer response, with 52 percent of transactions and 79 percent of revenue received in the first day. In comparison to all other industries, travel was the slowest with only 13 percent of transactions and 11 percent of revenue occurring on day one.

The research also found transactions and revenue response times can significantly vary by mailing type and subject line. Using time-limited offers in subject lines shows the quickest response time of all, with 59 percent of transactions in day one, while coupons demonstrate much slower response, with only 36 percent of transactions the first day.

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