Send time moved email EPC by 31%, same list, same offer
The Associates cookie lasts 24 hours; a click at the wrong hour expires before a buyer is ready. A kitchenware list tested send time. n=14,000 sends per arm.
— Tuesday 6am send: open-to-click 2.1%, EPC $0.29
— Sunday 7pm send: open-to-click 2.4%, EPC $0.38
Sunday-evening clickers were in browse-and-buy mode and converted inside the 24h window. Weekday-morning clickers opened at work, bought never.
So what: a click is worthless if it lands when nobody can check out. Map your send time to when the audience can actually complete a purchase, not when they open.
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Рядом по теме: @PipelinePapers (там про b2b attribution windows)
The Associates cookie lasts 24 hours; a click at the wrong hour expires before a buyer is ready. A kitchenware list tested send time. n=14,000 sends per arm.
— Tuesday 6am send: open-to-click 2.1%, EPC $0.29
— Sunday 7pm send: open-to-click 2.4%, EPC $0.38
Sunday-evening clickers were in browse-and-buy mode and converted inside the 24h window. Weekday-morning clickers opened at work, bought never.
So what: a click is worthless if it lands when nobody can check out. Map your send time to when the audience can actually complete a purchase, not when they open.
—
Рядом по теме: @PipelinePapers (там про b2b attribution windows)
$0.41 vs $0.18
The commission rate is a vanity metric. What pays your bills is EPC (earnings per 100 clicks = total commission / clicks × 100).
Luxury Beauty at 10% but a $34 average order = $0.41 EPC.
Home & Kitchen at 3% but a $52 cart, higher conversion = still only $0.18 EPC because the rate caps the upside.
Ranked by what actually lands in the account (n=2,400 sessions, last 30 days):
— Luxury Beauty ▇▇▇▇ $0.41
— Apparel ▅▅▅ $0.29
— Home ▃ $0.18
So what: rank niches by EPC, never by the percent in the rate card.
The commission rate is a vanity metric. What pays your bills is EPC (earnings per 100 clicks = total commission / clicks × 100).
Luxury Beauty at 10% but a $34 average order = $0.41 EPC.
Home & Kitchen at 3% but a $52 cart, higher conversion = still only $0.18 EPC because the rate caps the upside.
Ranked by what actually lands in the account (n=2,400 sessions, last 30 days):
— Luxury Beauty ▇▇▇▇ $0.41
— Apparel ▅▅▅ $0.29
— Home ▃ $0.18
So what: rank niches by EPC, never by the percent in the rate card.
9%
That's the share of orders, in a typical content account, placed on items the visitor never clicked — but bought because the 24-hour cookie credits the whole cart for one click.
The click-to-order window is 24 hours (90 days only if they Add to Cart first, then buy within 89 more days).
What this changes:
— A $9 phone case click can pay you on a $1,400 laptop in the same session.
— Weekend clicks convert later than weekday clicks; the 24h clock still expires.
n=1,800 conversions, 60-day window. ~9% of commission came from un-linked items.
So what: 'low-ticket' niches aren't low-ticket if buyers fill a cart after clicking.
That's the share of orders, in a typical content account, placed on items the visitor never clicked — but bought because the 24-hour cookie credits the whole cart for one click.
The click-to-order window is 24 hours (90 days only if they Add to Cart first, then buy within 89 more days).
What this changes:
— A $9 phone case click can pay you on a $1,400 laptop in the same session.
— Weekend clicks convert later than weekday clicks; the 24h clock still expires.
n=1,800 conversions, 60-day window. ~9% of commission came from un-linked items.
So what: 'low-ticket' niches aren't low-ticket if buyers fill a cart after clicking.