1. Beyond The Click:!
Understanding and
keeping up with
changing email!
!

2. Its
nice
to
meet
you
Jessica
Jaye
Harley
VP
Customer
Marke5ng
Gilt
Groupe
For
context,
prior
experience
includes:
• VP
Online
Marke;ng
FTD.com
• VP
Marke;ng
Borders
• Director
Marke;ng
Barnes
&
Noble
• 10
years
direct
marke;ng

3. Who
we
are
• Launched
November
2007
• Curate
broad
range
of
daily
sales
to
serve
membership
• Over
6,000
premium
brands
featured
3

4. Who
we
are
• 1/3
of
total
company
sales
occur
noon
hour
on
weekdays
• Compe;;ve
shopping
• Sales
last
36
hours
• Average
160
sales/week

5. Who
we
are
• 4.3
million
ac;ve
members
• Over
1/3
login
in
any
month
• Extremely
loyal
customers
• 65%
Noir
members
purchase
each
month
• Interna;onal
shipping
launched
November
2011

6. Who
we
are
• Named
by
Fast
Company
as
one
of
the
Top
25
Innova;ve
Companies,
#1
in
Fashion
• Internet
Retailer
Top
500
Rank
of
49
• DMA
2011
Marketer
of
the
Year

7. Who
we
are
• Growth
largely
fueled
by
fantas;c
customer
experience
• Acquired
less
than
1/3
of
our
members
via
paid
marke;ng
efforts
to
date
• S;ll
growing
–
20%
of
purchasers
each
month
are
new
customers

8. Who
we
are
• Women’s
Fashion
• Men’s
Fashion
• Children’s
Clothing
&
Toys
• Home
• Gourmet
Food
&
Wine
• Travel
Experiences
• City
Experiences

9. Who
we
are
• Shoot
almost
all
our
own
photography
• Undergoing
major
rebranding
• Lighter,
friendlier
and
more
accessible
• Allows
product
and
color
to
shine
9

10. Women’s
–
Nov,
2007
Launch

11. Home
–
launched
2008

12. Men’s
–
Oct,
2009
Launch

13. Baby
&
Kid’s
–
Jul
2008
Launch

14. Jetseger
–
Sep
2009
Launch

15. Gilt
City-­‐
Sep
2010
Launch

16. Taste
–
May
2011
Launch

17. Park
&
Bond
–
Aug
2011
Launch

18. Gilt
Japan
–
Mar
2009
Launch

19. A
lot
has
changed
in
these
4
years…

20. Email
has
changed
too
The
big
ques;on…

21. Is
Email
Dead?

22. Social
leaders
declared
it

23. Mainstream
media

24. Industry
blogs

25. The
evidence
is
moun;ng

26. Gilt’s
tremendous
growth
has
occurred
within
an
email
based
model…
During
the
;me
these
claims
have
been
so
popular

30. How
is
this?

31. People
are
S;ll
Paying
Agen;on
to
email
87% of
email
users
check
personal
email
daily
51% of
daily
mobile
email
users
check
personal
email
4+
;mes
daily
Merkle;
View
from
the
Digital
Inbox,
February
2011

32. Even
those
who
say
they
are
not
60% of
those
who
report
they
have
a
special
account
for
retail
emails
say
they
check
it
daily
Merkle;
View
from
the
Digital
Inbox,
February
2011

33. But
they
are
changing
HOW
they
interact
with
email

34. Mobile
is
Changing
Email
Usage

35. While
s;ll
the
minority…
Up 34%
Return
Path:
Mobile,
Webmail,
Desktops:
Where
Are
We
Viewing
Email
Now?,
Nov
2011.
Mobile
%
increased
34%
from
April-­‐Sept
2011
vs.
prior
6
months

36. Mobile
%
is
Growing
Rapidly
%
Total
Email
Opens
Up 51%
20%
Mobile
PC
80%
Kno;ce,
Mobile
Email
Opens
Report
;First
Half
2011,
up
vs.
Q4
2010

37. Gilt’s
mobile
email
opens
are
approaching
half
%
Gilt
Email
Opens
Mobile
PC

38. Yet
top
brands
engaging
in
email
marke;ng
are
s;ll
linking
to
full
site
14%
Link
to
Plain
Web
Site
17%
Link
to
Mobile
69%
Op;mized
Site
Link
to
Mobile
Apps
L2
Pres;ge
100©;
Mobile
IQ,
January
11,
2012

39. Mobile
has
come
to
dominate
on
weekends
Return
Path:
Mobile,
Webmail,
Desktops:
Where
Are
We
Viewing
Email
Now?,
Nov
2011.

40. Mobile
sales
are
following
Gilt
Mobile
Sales
%
73%
Higher
Weekend
Weekday

41. Device
usage
also
changes
by
;me
of
day

42. Mobile
%
of
sales
also
changes
by
;me
of
day
Mobile
%
of
Gilt's
Total
Sales
+48%
Full
24
hrs
to 24hr
9
to
Midnight
Noon
to
9PM
Midnight
to
Noon

43. How
best
to
keep
up
with
Mobile
Email?

44. Ensure
a
single
voice
across
channels

45. Be
where
customers
are

46. YOY
revenue
growth
fueled
by
mobile

47. Understand
what
works
when

48. Link
to
App
or
M-­‐Site

49. It
is
becoming
clear
that
Email
and
Mobile
will
dominate
over
Social
when
it
comes
to
revenue

50. Stores
shupng
down
on
Facebook
Facebook
stores
that
opened
and
closed
in
the
past
year:
• Gamestop
• Gap
• JC
Penny
• Nordstrom

51. “It
was
like
trying
to
sell
stuff
to
people
while
they’re
hanging
out
with
their
friends
at
a
bar”

52. Consumers
prefer
to
receive
promo;ons
via
email
over
social
Where
Consumers
Prefer
to
Receive
Retailer
Promo5ons
+
+
Social
4X
2X
Email
Adults*
Youth
15-­‐24**
*Internet
Retailer:
Young
consumers
use
e-­‐mail
to
find
deals,
July
2010
**Internet
Retailer:
For
store
promo;ons,
e-­‐mail
tops
social
media,
June
2010

53. Top
Brands
are
promo;ng
Social
more
than
Mobile
L2
Pres;ge
100©;
Mobile
IQ,
January
11,
2012

54. Social
is
crucial
to
brands,
email
and
mobile
beger
cater
to
direct
response
sales
driving

55. Social
is
a
great
tool
for
brands
to
build
a
rela;onship

56. Provide
fantas;c
customer
service….
Hi
Gilt,
me
again.
Well,
late
tonight
you
totally
solved
the
order
problem
in
a
kind
of
unexpected,
"wow"
way.
Thanks!

57. Important
part
of
the
promo;onal
mix…

58. Build
excitement
for
sales
and
promo;ons….

59. Drive
Awareness
and
engagement

60. Drive
loyalty
among
exis;ng
customers….
Gilt
Social
Promo5on
Sales
New
Customers
Exis;ng
Customers

61. Understand
full
impact
of
email

62. Gilt
open
rates
remain
steady
in
the
face
of
rapid
growth,
but
click
rates
are
declining
Open%
Click%
2009
2010
2011

63. Problem?
Let’s
understand
the
cause

64. Mobile
email
openers
are
not
clicking
%
Gilt
Email
Opens
%
Gilt
Email
Clicks
Mobile
PC
PC

65. Tabbed
browsing
prolifera;on
also
likely
causing
click
declines
57% of
users
switch
tabs
in
a
session
Jeff
Huang,
Ryen
W.
White
(June,
2009).
"Parallel
Browsing
Behavior
on
the
Web"

66. How
should
email
revenue
be
measured?

67. Based
on
direct
click
revenue?
Gilt
Email
Revenue
%
Total
Click
Only
Email
Revenue
Non-­‐Email
Revenue

68. What
if
we
add
in
revenue
from
same
day
email
clickers?
Gilt
Email
Revenue
%
Total
w/Clickers
Email
Revenue
Non-­‐Email
Revenue

69. How
about
email
openers
who
purchase
in
same
day?
Gilt
Email
Revenue
%
Total
w/Openers
Email
Revenue
Non-­‐Email
Revenue

70. Or
revenue
from
all
same
day
email
recipients?
Gilt
Email
Revenue
%
w/Recipients
Email
Revenue
Non-­‐Email
Revenue

71. Perhaps
oversta;ng
it,
but…
Some
por;on
of
Gilt
Email
Revenue
%
w/Openers
these
sales
are
driven
by
email
received
Email
Openers
&
Clickers
Email
non-­‐Openers
Email
Non-­‐
Recipients

72. The
key
is
we
need
to
be
flexible
in
our
understanding
of
email’s
value
or
we
could
be
making
wrong
decisions

73. When
tes;ng,
ensure
right
metrics
Email
Tes;ng
–
Ensure
that
you
are
capturing
the
full
impact
of
tests
with
cross
channel
ac;vity
Lifecycle
Marke;ng
–
Ensure
that
purchases
are
incremental
over
;me
Cross
Channel
Promo;ons
–
Does
total
spending
behavior
change
a{er
cross-­‐
channel
promo;on?

74. Even
crea;ve
tes;ng
can
have
impact
beyond
click
revenue

75. Bricks
&
Clicks
is
more
challenging
Loyalty
Cards
–
If
customers
are
earning
something
they
have
incen;ve
to
give
you
email
and
pull
out
the
card
Store
Credit
Cards
–
Will
always
impact
a
lower
%
of
customers,
but
will
be
most
loyal
ones
Credit
Card
Data
Analysis
–
Painful
route

76. What
would
an
email
presenta;on
be
without
discussion
of
Relevancy?

77. Relevance
is
now
more
important
than
ever
Single
campaign
w/segments
by
format,
offer,
#
sales,
products,
etc.
across
channels
Stated
Preferences
Loyalty
Machine
Program(s)
Learning
Predic;ve
$"
Models
Campaign
Management
Purchase/
Browse
Member
History
Data
Cube
'""""""
"""""""
"""""""
User
Input
"""""""
"""""""
Merchandise
Strength
$
Customer
Spend,
RFM,
Outside
Data
(Demo/ Sa;sfac;on
Lifecycle
Shopping)
5'
4'
3'
2'
Series1'
1'
0'
1'
2'
3'
4'
Series1' Campaign
Results

78. Personalized
sale
emails
drive
+10%
revenue
across
all
customers

79. User
input
drives
up
to
31X
to
50X
revenue
li{s

80. Lifecycle
marke;ng
drives
up
to
2-­‐5X
revenue
increases

81. But
lifecycle
messaging
can
easily
be
overused

82. Behavioral
targe;ng
drives
up
to
20X
revenue
li{

83. User
discre;on
needs
to
be
used
in
conjunc;on
with
sta;s;cs

84. Key
Takeaways
Unified
Voice
–
across
all
channels
Understand
what
is
behind
data
–
It
could
change
your
strategies
Be
where
your
customers
are
–
Understand
the
mindset
they
are
in
Be
relevant
and
flexible
–
Adapt,
adapt
adapt

85. Ques;ons?
Jessica
Harley
VP
Customer
Marke;ng
Gilt
Groupe
jharley@gilt.com