Offsite Campaign Performance
An Interactive Analysis of User Reopening & Click Behavior
Reopening Rate
50.8%
of unique items were viewed more than once.
Users with Clicks
6,811
clicked an email during the campaign period.
Campaign Emails with Clicks
5,177
received at least one click.
The Reopening Landscape
The campaign's content proved highly "sticky," with over half of all items being revisited by users. This high rate of re-engagement indicates strong interest and value in the message.
Reopened vs. Opened Once
The near 50/50 split shows a significant user behavior of returning to content for a second look.
Reopening Frequency
Over 23% of items are viewed 3 or more times, highlighting a dedicated segment of highly engaged users.
The Critical Time Window
User activity is heavily concentrated within the first few hours of the campaign. The initial 6 hours are the most critical period for capturing attention and driving engagement.
Distribution of First Opens
The median time to first open is just 2.16 hours, with over 78% of all first opens occurring within 6 hours.
Distribution of Clicks
Clicks follow a similar pattern but are slightly more spread out, with a median time of 3.19 hours.
Decoding User Behavior
Analysis reveals a clear user journey: users first open to review content, enter a "consideration" phase, and then, when they decide to act, the conversion is immediate.
Insight: The Primacy of the First Impression
While over half of emails are reopened, the first open is the most critical touchpoint. The content viewed in that initial moment must be fully optimized, as there's no guarantee of a second chance to deliver an updated message. This first view sets the stage for all future engagement.
The Path to Conversion: Opens Before a Click
Over 82% of all clicks happen after the user has opened the item once or twice, confirming the importance of the initial views.
Conversion Immediacy
A staggering 58% of clicks occur less than one minute after the most recent open.
The "Consideration Phase": Opens vs. Clicks Lag
2.16
Median Hours to First Open
3.19
Median Hours to First Click
This distinct lag shows that users take time to process information before committing to a click, making the initial open about awareness and later opens about conversion.