Flash Sale Emails Have Doubled the Increase in Transaction Rates Compared with Other Offers

Flash Sale emails have doubled the increase in transaction rates compared with other offers
Experian CheetahMail reveals key trends and proven strategies for Flash Sale email marketing
New York, N.Y., Sept. 22, 2011 — Experian® CheetahMail®, a unit of Experian Marketing Services and the leading global technology services provider of integrated email, social, mobile and display marketing, today announced the release of its latest analysis illustrating how flash sale emails significantly outperform other types of offers in campaigns. The study provides marketers with a thorough understanding of trends surrounding Flash Sale email marketing along with tactical advice they can apply to their programs.

Email is a key traffic driver for advertising Flash Sales and represents 18 percent of the referrals to flash sales Websites — higher than social (13 percent) and search (11 percent) according to Experian Hitwise data. Some of the key trends and best practices outlined in the study include:

•Three-hour Flash Sales have the best transaction-to-click rates, which are 59 percent higher, as well as the highest transaction rates (.14 percent)

•U.S. visits to Flash Sales Websites  increased 59 percent in August 2011 versus August 2010, according to Experian Hitwise

•Transaction rates are 23 percent higher for evening Flash Sales compared with lunchtime sales, and revenue per email is 30 percent higher in the evening

•Seventy-four percent of mailers have higher transaction-to-click rates and 67 percent have higher transaction rates on their Flash Sales compared with their yearly rate

“The aim of this study is to provide our clients with actionable data they can use to develop more compelling and response-driven email campaigns this holiday season and beyond,” said Rachel Bergman, general manager and senior vice president, Experian CheetahMail. “Continuous and calculated program optimization is crucial to maximizing ROI. It is our job to help clients get the very most out of each communication they have with their subscribers.” 

To discover the aforementioned trends and strategies pertaining to Flash Sale email marketing, Experian CheetahMail’s Strategic Services team analyzed the performance of flash sales compared with bulk promotional campaigns from January 2010 through February 2011. For the purposes of this study, flash sales were defined as sales lasting less than 24 hours.

To download a copy of the study, Top 5 Flash Sale Tips, please visit experian.com/flashsalereport

Erin Geoghegan
Experian CheetahMail
1 212 999 5692

About Experian CheetahMail
Experian CheetahMail is the trusted service provider of email marketing and customer intelligence technologies for top enterprises worldwide. With the industry’s largest client services teams, feature-rich email technology and a broad range of data management options, Experian CheetahMail enables clients to build data-driven, relevant relationships with their customers. Servicing the world’s most recognizable brands, Experian CheetahMail’s globally diverse client base includes Carnival Cruise Lines, Chicos, Neiman Marcus and Wyndham Hotels. Experian CheetahMail, a business unit of Experian (LSE:EXPN), was founded in 1998 and is headquartered in New York City, with offices in Los Angeles, San Francisco, London, Dublin, Amsterdam, Paris, Barcelona, Sydney, Auckland, Singapore, Hong Kong, Madrid, Beijing, Melbourne and Brazil. For more information, please visit http://www.cheetahmail.com or email info@cheetahmail.com.

About Experian Marketing Services
Experian Marketing Services delivers best-in-breed data, analytics and platforms into multiple regions around the globe. It is focused on helping marketers more effectively target and engage their best customers through email, digital advertising, customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting. Through these capabilities, Experian Marketing Services enables organizations to encourage brand advocacy, create measurable return on investment and significantly improve the lifetime value of their customers.

About Experian
Experian is the leading global information services company, providing data and analytical tools to clients in more than 80 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2011 was US$4.2 billion. Experian employs approximately 15,000 people in 41 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.

For more information, visit http://www.experianplc.com.

Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.