Ecommerce latency data and implications for email marketing
Posted: Wed Dec 04, 2024 9:20 am
The Q2 Ecommerce Quarterly Report from Monetate, a provider of personalization software, has just been released . This study has analyzed the behavior of repeat buyers (excluding those who are part of loyalty programs). Today we will analyze the data regarding latency . But first, let's define the concept.
Latency is the average time elapsed between two events. In the context saudi arabia mobile phone number list we are in, we would say that latency is the average time elapsed between two significant events in the Customer lifecycle (for example, the average time elapsed between a user registering and making their first purchase).
Regarding latency, the study shows that:
For first-time buyers, the latency between first visit and purchase is 25 days and 3.5 sessions.
For users who have already made a first purchase, the latency with respect to the second is 32 days.
Users with a higher number of purchases are those who have a lower latency between sessions: 7 days for those who have purchased once, 5.5 days for those who have purchased twice, 4 for those who have purchased three times, and 3 and a half for those who have purchased four times.
Source: Monetate
Implications for email marketing
If we are able to obtain this information from our e-commerce, we can use it as a reference to improve our email marketing actions. One of the actions we could try is to adapt the automatic life cycle programs based on these time windows . For example, if we have a recommendation system based on the most recent purchase, we can set up a series of mailings that covers 4 weeks for the first buyers. Another suggestion is to use email to improve the latency data between two given events in those users who are above the average . We can create a specific campaign to “push” these users to carry out the action we are interested in so that this latency is closer to the average.
Other interesting data collected in the report are the following:
Customers who have purchased between 2 and 10 times from a retailer have an AOV (average order value) 4.5% higher than those who have only made one purchase.
Online purchases are still mainly made from desktop devices (67%), and around 16% are made from mobile devices.
As for traffic, 46% comes from mobile, while desktop is 42%
The report can be downloaded at this link .
Latency is the average time elapsed between two events. In the context saudi arabia mobile phone number list we are in, we would say that latency is the average time elapsed between two significant events in the Customer lifecycle (for example, the average time elapsed between a user registering and making their first purchase).
Regarding latency, the study shows that:
For first-time buyers, the latency between first visit and purchase is 25 days and 3.5 sessions.
For users who have already made a first purchase, the latency with respect to the second is 32 days.
Users with a higher number of purchases are those who have a lower latency between sessions: 7 days for those who have purchased once, 5.5 days for those who have purchased twice, 4 for those who have purchased three times, and 3 and a half for those who have purchased four times.
Source: Monetate
Implications for email marketing
If we are able to obtain this information from our e-commerce, we can use it as a reference to improve our email marketing actions. One of the actions we could try is to adapt the automatic life cycle programs based on these time windows . For example, if we have a recommendation system based on the most recent purchase, we can set up a series of mailings that covers 4 weeks for the first buyers. Another suggestion is to use email to improve the latency data between two given events in those users who are above the average . We can create a specific campaign to “push” these users to carry out the action we are interested in so that this latency is closer to the average.
Other interesting data collected in the report are the following:
Customers who have purchased between 2 and 10 times from a retailer have an AOV (average order value) 4.5% higher than those who have only made one purchase.
Online purchases are still mainly made from desktop devices (67%), and around 16% are made from mobile devices.
As for traffic, 46% comes from mobile, while desktop is 42%
The report can be downloaded at this link .