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Study: E-mail opens, clicks and transactions occur quickly

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New York—Responses to commercial e-mail occur quickly upon receipt, according to a new report from Experian Marketing Services that found three-quarters of opens and clicks, and 47% of transactions occur within one day of the e-mail arriving in an inbox.

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.

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