Response times for transactions and revenue were found to vary by industry. Companies in the business products and services vertical tended to have the quickest customer response, with 52% of transactions and 79% of revenue received in the first day, according to the study. Travel was the slowest, with 13% of transactions and 11% of revenue occurring in the first day.
The study also found that transactions and revenue response times can significantly vary by mailing type and subject line content. Using time-limited offers in subject lines showed the quickest response time of all, with 59% of transactions on day one.
The Experian research was conducted in March by Experian CheetahMail’s Strategic Services group, with performance analyzed for 44,011 mailings from 404 CheetahMail clients.