The Beauty of Recency Modeling

The average click-through rate for Discount Beauty Center's e-mails is about 1.5%, according to [Ross Kramer]. The click-through rate for the initial e-mails sent to the coldest segment was 2.8%, with 12.0% of those who clicked making a purchase. For those who hadn't bought in 61 to 360 days, the click-through was 4.4%, with 21.3% of those making a purchase. And among the most recent of the nonbuyers, those who hadn't bought in 30 to 60 days, the click-through was 8.9%, with 13.6% of those responders making a purchase.