Fast results with e-mail

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A brief article on the website btobonline.com reports on some of the key numbers regarding commercial e-mail responses.

Experian Marketing Services conducted the research in March of 2010 analyzing 44,011 mailings from 404 Experian ChetahMail clients.

This research found 75% of the opens and clicks and 47% of all response transactions happened in the first 24 hours of e-mail delivery.

Companies marketing business products and services tended to get the quickest responses of all with 52% of transactions and 79% of income logged in the first day. On the other extreme, e-mailings for travel opportunities only recorded 13% of responses and 11% of revenue on the first day. All other business types fall somewhere in between.

Not surprisingly, subject lines featuring limited time offers drove the fastest response rates at 59% of all transactions on day one.

In summary, there aren’t any major revelations here. It just confirms what traditional direct mail has proven again and again – if you have a clear, direct offer that delivers a desirable benefit at a price that doesn’t require excessive justification or approval, you can generate significant orders effectively and quickly.

To talk to someone about using this tool to speed up responses to your brand, contact us today by e-mail or phone, 903-534-5220.