Customer Response Time By Industry

Experian:Cheetahmail publishes quarterly benchmarks by Industry based on campaign results 14 days from the tim
time period based on observations from our client teams that response times vary by client and by industry, and tha
for some campaigns and clients. To look at response times in more depth, and see where this variablity may occur,
received 1, 3, and 7 days from send. Data is based on all authorized mailings in March, 2010.

By Industry

Transactions and total revenue have the most variablitiy across industries, with Travel having the slowest response
having the quickest.

Unique Opens Unique Clicks

Industries 1 Day 3 Days 7 Days 1 Day 3 Days
Business Products and Services 80% 93% 98% 76% 92%
Catalogers 79% 93% 98% 80% 94%
Consumer Products and Services 78% 92% 98% 74% 90%
Multi-Channel Retailers 79% 93% 98% 78% 94%
Non-Profit 82% 93% 98% 78% 91%
Travel 72% 86% 98% 68% 84%
All Industry 78% 92% 98% 78% 93%

Transactions Total Revenue

Industries 1 Day 3 Days 7 Days 1 Day 3 Days
Business Products and Services 58% 82% 93% 52% 79%
Catalogers 51% 77% 91% 51% 76%
Consumer Products and Services 56% 79% 93% 48% 71%
Multi-Channel Retailers 44% 70% 87% 43% 67%
Non-Profit 52% 68% 85% 50% 66%
Travel 13% 31% 60% 11% 31%
All Industry 47% 71% 88% 29% 52%

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Customer Response Time By Mailing Type

As expected, Abandon Cart campaigns have a fast response, while Welcomes are slower in opens, clicks and tran
also appears to drive quicker response times. Noting a "time limit" in the subject line definitely speeds transaction r
white paper (June, 2009), free shipping offers drive transactions, and their transaction response time here is secon
The Coupon Report white paper (October, 2009) showed that coupons also increase transaction rates. Interestingly
slower transaction response times. Many coupons have end dates as part of the offer ('good through x date'), and
delay until close to the deadline.

Unique Opens Unique Clicks

Mailing Types and Subject Line Content 1 Day 3 Days 7 Days 1 Day 3 Days
Abandon Cart 84% 95% 99% 81% 94%
Welcomes 76% 91% 97% 70% 87%
Offer in SL 79% 92% 98% 79% 93%
Time Limited Offer in SL 79% 93% 98% 80% 94%
Free Ship in SL 81% 93% 98% 80% 95%
Coupon in SL 76% 91% 98% 71% 91%

Transactions Total Revenue

Mailing Types and Subject Line Content 1 Day 3 Days 7 Days 1 Day 3 Days
Abandon Cart 52% 74% 90% 42% 64%
Welcomes 33% 58% 81% 33% 57%
Offer in SL 49% 74% 89% 45% 70%
Time Limited Offer in SL 59% 81% 92% 55% 77%
Free Ship in SL 53% 79% 91% 53% 78%
Coupon in SL 36% 60% 82% 31% 54%

© 2010 Experian Information Solutions, Inc. All rights reserved.

Experian and the Experian marks used herein are service marks or registered trademarks of Experian Info

Other product and company names mentioned herein are the property of their respective owners.
e By Industry
gn results 14 days from the time the emails are sent. We have used the 14 day
client and by industry, and that 7 days was not enough time to measure response
here this variablity may occur, we looked at the percent of the 14 day totals

l having the slowest response, and Business Products and Services

Unique Clicks Transactions Total Revenue

7 Days 1 Day 3 Days 7 Days 1 Day 3 Days 7 Days
98% 58% 82% 93% 52% 79% 92%
99% 51% 77% 91% 51% 76% 90%
97% 56% 79% 93% 48% 71% 88%
99% 44% 70% 87% 43% 67% 86%
97% 52% 68% 85% 50% 66% 84%
97% 13% 31% 60% 11% 31% 58%
98% 47% 71% 88% 29% 52% 74%

Total Revenue
7 Days
92%
90%
88%
86%
84%
58%
74%

By Mailing Type

ower in opens, clicks and transactions. Having an offer in the subject line
definitely speeds transaction response. As we noted in our Free Shipping
n response time here is second only to the "time limited" offers.
transaction rates. Interestingly, coupons in subject lines appear to have
r ('good through x date'), and perhaps this tends to let customers

Unique Clicks Transactions Total Revenue

7 Days 1 Day 3 Days 7 Days 1 Day 3 Days 7 Days
 98% 52% 74% 90% 42% 64% 87%
96% 33% 58% 81% 33% 57% 80%
98% 49% 74% 89% 45% 70% 86%
99% 59% 81% 92% 55% 77% 90%
99% 53% 79% 91% 53% 78% 91%
99% 36% 60% 82% 31% 54% 79%

Total Revenue
7 Days
87%
80%
86%
90%
91%
79%

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respective owners.