Flash Sale Sites Benefit by Timing Emails Right
Flash sales sites are one of the big things in retail at the moment and, based on new research from Experian CheetahMail, getting bigger may be directly tied to the timing of emails.
According to the company, email accounts for 18 percent of referrals to flash sales sites, compared to 13 percent for social and 11 percent for search. For the purpose of the study, Experian classified flash sales as those lasting 24 hours or less.
Other findings from the research:
- Visits to flash sales sites in the U.S. grew 59 percent in August of this year versus 2010.
- Flash sales lasting three hours have the best transaction-to-click rates and highest transaction rates.
- Evening flash sales generate 23 percent higher transaction rates than those held during lunchtime.
eMarketer, citing Kantar Media Compete as its source, reported that 26 percent of respondents had made a purchase at Amazon’s MyHabit site. Following closely behind were Beyond the Rack (25 percent), eBay’s Fashion Vault (24 percent), Gilt and Rue La La (12 percent each), Hautelook (9 percent) and ideeli (7 percent).
Timing, while important, isn’t everything when it comes to successful email campaigns from flash sales sites.
According to a recent column on ClickZ written by Tal Nathan, vice president, client services at StrongMail, top flash sales sites are segmenting emails based on gender, site-browsing habits, age and life-stage. The goal is “to create an even richer and more personalized experience by leveraging their vast amounts of data. By actually featuring products that their customers want to receive, they not only generate more sales, they establish a trust that is crucial for building brand loyalty.”
- Flash Sale emails have doubled the increase in transaction rates compared with other offers – Experian CheetahMail
- Flash-Sale Emails Outperform Other Offers – eMarketer
- Daily Deal Sites: Keeping It Real Relevant – ClickZ
Discussion Questions: What do you see as the keys to successfully marketing flash sales sites? How critical is email timing to achieving success?