How Flash Sales Compare to Multichannel Retail Emails - eMarketer
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How Flash Sales Compare to Multichannel Retail Emails

Consumers are interested in flash sales

Flash sales had higher revenues per email, as well as transaction rates, than total multichannel retail benchmarks, according to Q3 2015 research.

Performance Metrics for Flash Sale vs. Total Multichannel Retail* Emails in North America, Q3 2015 (among emails sent by Experian Marketing Services clients)

Experian Marketing Services looked at performance metrics for flash sales vs. total multichannel retail emails—which also included flash sale emails—in North America.

Flash sale emails sent by Experian Marketing Services clients saw $0.08 in revenues per email. To compare, total multichannel retail saw a $0.06 average revenue per email.

US Internet Users Who Are Interested in Holiday Flash Sales, by Age, June 2015 (% of respondents in each group)

In addition, flash sales saw a 0.08% transaction rate, while total multichannel retail saw 0.05%.

Flash sales can be a good revenue driver for retailers, especially during the holidays. A June 2015 survey from Bronto Software found that US internet users are interested in holiday flash sales. More than half of respondents ages 18 to 29 said they were interested in holiday flash sales. Interest was lower among older respondent groups.

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