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Analytics

How Does a Countdown Timer in Email Influence Click Rate and Conversion: Results of the Research

Analytics

How Does a Countdown Timer in Email Influence Click Rate and Conversion: Results of the Research

We've run several A/B tests to find out how the countdown timer in an email influences the email marketing metrics. In a nutshell — influence doesn't always play a role, but when it does — it is not necessarily positive. Let me tell you in more detail.

What Is a Countdown Timer in an Email and Its Use Email Marketing

Countdown timers are usually used in emails to encourage the user to make a purchase.
For example, a store is holding a time-limited promotion. We can just point this fact out in the email. However, the timer is supposed to work better — it is more vivid and it literally shows how an opportunity to buy something on promo "slips" through your fingers.

The Results of the Testing: How Countdown Timers Really Work in Email

We've sent half of our addressees an email without a countdown timer, and another half — with. We've been calculating the Conversion To Purchase and Click To Open Rate — a unique clicks to unique opens ratio. We've been watching at CTOR, not at Click Rate (a unique clicks to delivered emails ratio) as in our case, it was more illustrative: the clicks of those, who opened the emails and saw the timer, versus those who just received the email ratio was significant for us.
Subscribers from various countries got emails from online stores in several e-commerce niches.

Sports Shoes and Clothes, Brand #1

Average check: $100
Purchase frequency: 100 days
Here we've run 4 tests:
Only one of the four tests has shown a statistically significant influence on the CTOR. In the third test, we can see that the timer had certainly influenced the CTOR in a positive way.
In the same test, we can see that the conversion influence is negative, but the significance is low, as it may be just an error limit.
How to Create and Add a Countdown Timer to Your Email: Step-By-Step Guide

Sports Shoes and Clothes, Brand #2

Average check: $80
Purchase frequency: 100 days
Here we've also run 4 tests:
Half of the tests have shown statistically significant influence on the CTOR. In the second test, we can see a positive influence, and in the fourth one — negative.
A statistically significant difference in conversion can be seen both in the first and the fourth tests, in both cases the timer's influence is negative.

Make-Up, Beauty, Skin Care

Average check: $80
Purchase frequency: 80 days
In this test, the timer hasn't shown any influence on the CTOR and conversion.

Electronics and Home Appliances

Average check: €215
Purchase frequency: 119 days
In the first test, the timer's influence on the CTOR was positive, but the significance of these results was low — 87%. In the second one, the timer's statistically significant influence on the conversion was negative.

What to Do Next?

Despite the tests' results, we recommend that you test the timers on your project — maybe they will show a good result there.
Nikita Shvetsov
CRM Marketer
Nikita Shvetsov
CRM Marketer
Get in touch
Tell us about your project and we will contact you for free consultation.