For Jack Ma, executive chairman of Alibaba Group Holdings, today is an extremely busy and lucrative day because the company he founded 15 years ...
The best time to send the marketing messages is after 3 p.m., a study says.
Flash-sale e-mails sent after 3 p.m. generate more transactions and more revenue than do e-mails sent earlier in the day, according to an Experian CheetahMail analysis.
Flash-sale e-mail messages sent after 3 p.m. have an open rate 90% greater than e-mails sent at mid-day, the e-mail marketing vendor’s data reveals. The transaction rate coming from late-day e-mails is 23% higher and the revenue per e-mail is 30% greater than mid-day e-mails.
Experian CheetahMail says late-day messages stand out more in consumers’ inboxes because fewer e-retailers send messages late in the day. “The lack of inbox competition for the customer’s attention later in the day offers e-mail marketers an opportunity to optimize flash-sale campaigns to improve ROI,” the company says.
E-mails advertising flash sales that last only two hours are opened the most often, but sales that last three hours generate more transactions, Experian CheetahMail says.
Traffic to flash-sale sites increased 128% during June compared with the same month a year ago, the company says. E-mail is the leading source of referral traffic for these limited-time offers, generating 18% of site traffic. Other primary traffic drivers are social media, at 13%, and search, at 11%.