Beyond The Click:! Understanding and   keeping up with    changing email!                 !
Its	  nice	  to	  meet	  you	  Jessica	  Jaye	  Harley	  VP	  Customer	  Marke5ng	  Gilt	  Groupe	     For	  context,	  pr...
Who	  we	  are	  •  Launched	  November	  2007	  •  Curate	  broad	  range	  of	  daily	     sales	  to	  serve	  membersh...
Who	  we	  are	  •  1/3	  of	  total	  company	  sales	     occur	  noon	  hour	  on	     weekdays	  •  Compe;;ve	  shoppi...
Who	  we	  are	  •  4.3	  million	  ac;ve	  members	  •  Over	  1/3	  login	  in	  any	  month	  •  Extremely	  loyal	  cu...
Who	  we	  are	  •  Named	  by	  Fast	  Company	  as	     one	  of	  the	  Top	  25	  Innova;ve	     Companies,	  #1	  in	...
Who	  we	  are	  •  Growth	  largely	  fueled	  by	     fantas;c	  customer	  experience	  •  Acquired	  less	  than	  1/3...
Who	  we	  are	  •  Women’s	  Fashion	  •  Men’s	  Fashion	  •  Children’s	  Clothing	  &	  Toys	  •  Home	  •  Gourmet	  ...
Who	  we	  are	  •  Shoot	  almost	  all	  our	  own	  photography	  •  Undergoing	  major	  rebranding	  •  Lighter,	  fr...
Women’s	  –	  Nov,	  2007	  Launch	  
Home	  –	  launched	  2008	  
Men’s	  –	  Oct,	  2009	  Launch	  
Baby	  &	  Kid’s	  –	  Jul	  2008	  Launch	  
Jetseger	  –	  Sep	  2009	  Launch	  
Gilt	  City-­‐	  Sep	  2010	  Launch	  
Taste	  –	  May	  2011	  Launch	  
Park	  &	  Bond	  –	  Aug	  2011	  Launch	  	  
Gilt	  Japan	  –	  Mar	  2009	  Launch	  
A	  lot	  has	  changed	  in	  these	  4	  years…	  
Email	  has	  changed	  too	  	  The	  big	  ques;on…	  
Is	  Email	  Dead?	  
Social	  leaders	  declared	  it	  
Mainstream	  media	  
Industry	  blogs	  
The	  evidence	  is	  moun;ng	  
Gilt’s	  tremendous	  growth	  has	  occurred	  within	  an	  email	  based	  model…	  During	  the	  ;me	  these	  claims...
How	  is	  this?	  	  
People	  are	  S;ll	  Paying	                    Agen;on	  to	  email	                    	  87% of	  email	  users	  chec...
Even	  those	  who	  say	                        they	  are	  not	                        	  60% of	  those	  who	  report...
But	  they	  are	  changing	  HOW	  they	  interact	  with	  email	  
Mobile	  is	  Changing	  Email	  Usage	  
While	  s;ll	  the	  minority…	     Up 34%Return	  Path:	  Mobile,	  Webmail,	  Desktops:	  Where	  Are	  We	  Viewing	  E...
Mobile	  %	  is	  Growing	  Rapidly	            %	  	  Total	  Email	  Opens	                                             ...
Gilt’s	  mobile	  email	  opens	  are	  approaching	  half	         %	  Gilt	  Email	  Opens	                             ...
Yet	  top	  brands	  engaging	  in	  email	               marke;ng	  are	  s;ll	  linking	  to	  full	  site	             ...
Mobile	  has	  come	  to	              dominate	  on	  weekends	  Return	  Path:	  Mobile,	  Webmail,	  Desktops:	  Where	...
Mobile	  sales	  are	  following	                Gilt	  Mobile	  Sales	  %	      73%                                      ...
Device	  usage	  also	  changes	  by	  ;me	  of	  day	  
Mobile	  %	  of	  sales	  also	        changes	  by	  ;me	  of	  day	                               Mobile	  %	  of	  Gilt...
How	  best	  to	  keep	  up	  with	  Mobile	  Email?	  
Ensure	  a	  single	  voice	  across	  channels	  
Be	  where	  customers	  are	  
YOY	  revenue	  growth	  fueled	  by	  mobile	  
Understand	  what	  works	  when	  
Link	  to	  App	  or	  M-­‐Site	  
It	  is	  becoming	  clear	  that	  Email	  and	  Mobile	  will	  dominate	  over	  Social	  when	  it	  comes	  to	  reve...
Stores	  shupng	  down	  on	  Facebook	  Facebook	  stores	  that	  opened	  and	  closed	  in	  the	  past	  year:	  •  G...
“It	  was	  like	  trying	  to	  sell	  stuff	  to	  people	  while	  they’re	  hanging	  out	  with	  their	  friends	  at...
Consumers	  prefer	  to	  receive	                    promo;ons	  via	  email	  over	  social	               Where	  Consu...
Top	  Brands	  are	  promo;ng	  Social	                 more	  than	  Mobile	  L2	  Pres;ge	  100©;	  Mobile	  IQ,	  Janua...
Social	  is	  crucial	  to	  brands,	  email	  and	  mobile	  beger	  cater	  to	  direct	  response	  sales	  driving	  
Social	  is	  a	  great	  tool	  for	  brands	  to	  build	  a	  rela;onship	  
Provide	  fantas;c	  customer	             service….	     	  Hi	  Gilt,	  me	  again.	  Well,	  late	    tonight	  you	   ...
Important	  part	  of	  the	  promo;onal	  mix…	  
Build	  excitement	  for	  sales	  and	  promo;ons….	  
Drive	  Awareness	  and	  engagement	  
Drive	  loyalty	  among	  exis;ng	  customers….	            Gilt	  Social	  Promo5on	  Sales	                             ...
Understand	  full	  impact	  of	  email	  
Gilt	  open	  rates	  remain	  steady	  in	  the	  face	  of	  rapid	  growth,	  but	  click	  rates	  are	  declining	   ...
Problem?	  	  Let’s	  understand	  the	  cause	  
Mobile	  email	  openers	             are	  not	  clicking	  %	  Gilt	  Email	  Opens	     %	  Gilt	  Email	  Clicks	     ...
Tabbed	  browsing	               prolifera;on	  also	  likely	               causing	  click	  declines	  57% of	  users	 ...
How	  should	  email	  revenue	  be	  measured?	  
Based	  on	  direct	  click	       revenue?	  Gilt	  Email	  Revenue	  %	  Total	  Click	  Only	                          ...
What	  if	  we	  add	  in	  revenue	         from	  same	  day	  email	  clickers?	  Gilt	  Email	  Revenue	  %	  Total	  ...
How	  about	  email	  openers	  who	  purchase	  in	  same	  day?	   Gilt	  Email	  Revenue	  %	  Total	  w/Openers	      ...
Or	  revenue	  from	  all	  same	  day	  email	  recipients?	         Gilt	  Email	  Revenue	  %	  w/Recipients	          ...
Perhaps	  oversta;ng	  it,	  but…	  Some	  por;on	  of	       Gilt	  Email	  Revenue	  %	  w/Openers	   these	  sales	  ar...
The	  key	  is	  we	  need	  to	  be	  flexible	  in	  our	  understanding	  of	  email’s	  value	  or	  we	  could	  be	  ...
When	  tes;ng,	  ensure	  right	  metrics	  Email	  Tes;ng	  –	  Ensure	  that	  you	  are	  capturing	  the	  full	  impa...
Even	  crea;ve	  tes;ng	  can	  have	  impact	  beyond	  click	  revenue	  
Bricks	  &	  Clicks	  is	  more	  challenging	  Loyalty	  Cards	  –	  If	  customers	  are	  earning	  something	  they	  ...
What	  would	  an	  email	  presenta;on	  be	  without	  discussion	  of	  Relevancy?	  
Relevance	  is	  now	  more	  important	                          than	  ever	                                            ...
Personalized	  sale	  emails	  drive	  +10%	  revenue	  across	  all	  customers	  
User	  input	  drives	  up	  to	  31X	  to	  50X	  revenue	  li{s	  
Lifecycle	  marke;ng	  drives	  up	  to	  2-­‐5X	  revenue	  increases	  
But	  lifecycle	  messaging	  can	  easily	  be	  overused	  
Behavioral	  targe;ng	  drives	  up	  to	  20X	  revenue	  li{	  
User	  discre;on	  needs	  to	  be	  used	  in	  conjunc;on	  with	  sta;s;cs	  
Key	  Takeaways	  Unified	  Voice	  –	  across	  all	  channels	  	  Understand	  what	  is	  behind	  data	  –	  It	  coul...
Ques;ons?	  	  Jessica	  Harley	  VP	  Customer	  Marke;ng	  Gilt	  Groupe	  jharley@gilt.com	  
Beyond the Click: Understanding the Full Value of Email to Your Business
Beyond the Click: Understanding the Full Value of Email to Your Business
Beyond the Click: Understanding the Full Value of Email to Your Business
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Beyond the Click: Understanding the Full Value of Email to Your Business

  1. 1. Beyond The Click:! Understanding and keeping up with changing email! !
  2. 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. 3. Who  we  are  •  Launched  November  2007  •  Curate  broad  range  of  daily   sales  to  serve  membership  •  Over  6,000  premium  brands   featured   3  
  4. 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. 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. 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. 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. 8. Who  we  are  •  Women’s  Fashion  •  Men’s  Fashion  •  Children’s  Clothing  &  Toys  •  Home  •  Gourmet  Food  &  Wine  •  Travel  Experiences  •  City  Experiences  
  9. 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. 10. Women’s  –  Nov,  2007  Launch  
  11. 11. Home  –  launched  2008  
  12. 12. Men’s  –  Oct,  2009  Launch  
  13. 13. Baby  &  Kid’s  –  Jul  2008  Launch  
  14. 14. Jetseger  –  Sep  2009  Launch  
  15. 15. Gilt  City-­‐  Sep  2010  Launch  
  16. 16. Taste  –  May  2011  Launch  
  17. 17. Park  &  Bond  –  Aug  2011  Launch    
  18. 18. Gilt  Japan  –  Mar  2009  Launch  
  19. 19. A  lot  has  changed  in  these  4  years…  
  20. 20. Email  has  changed  too    The  big  ques;on…  
  21. 21. Is  Email  Dead?  
  22. 22. Social  leaders  declared  it  
  23. 23. Mainstream  media  
  24. 24. Industry  blogs  
  25. 25. The  evidence  is  moun;ng  
  26. 26. Gilt’s  tremendous  growth  has  occurred  within  an  email  based  model…  During  the  ;me  these  claims  have  been  so  popular  
  27. 27. How  is  this?    
  28. 28. 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    
  29. 29. 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    
  30. 30. But  they  are  changing  HOW  they  interact  with  email  
  31. 31. Mobile  is  Changing  Email  Usage  
  32. 32. 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      
  33. 33. 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  
  34. 34. Gilt’s  mobile  email  opens  are  approaching  half   %  Gilt  Email  Opens   Mobile   PC  
  35. 35. 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  
  36. 36. Mobile  has  come  to   dominate  on  weekends  Return  Path:  Mobile,  Webmail,  Desktops:  Where  Are  We  Viewing  Email  Now?,  Nov  2011.    
  37. 37. Mobile  sales  are  following   Gilt  Mobile  Sales  %   73% HigherWeekend  Weekday  
  38. 38. Device  usage  also  changes  by  ;me  of  day  
  39. 39. Mobile  %  of  sales  also   changes  by  ;me  of  day   Mobile  %  of  Gilts  Total  Sales   +48% Full  24  hrs   to 24hr9  to  Midnight  Noon  to  9PM   Midnight  to   Noon  
  40. 40. How  best  to  keep  up  with  Mobile  Email?  
  41. 41. Ensure  a  single  voice  across  channels  
  42. 42. Be  where  customers  are  
  43. 43. YOY  revenue  growth  fueled  by  mobile  
  44. 44. Understand  what  works  when  
  45. 45. Link  to  App  or  M-­‐Site  
  46. 46. It  is  becoming  clear  that  Email  and  Mobile  will  dominate  over  Social  when  it  comes  to  revenue  
  47. 47. Stores  shupng  down  on  Facebook  Facebook  stores  that  opened  and  closed  in  the  past  year:  •  Gamestop  •  Gap  •  JC  Penny  •  Nordstrom  
  48. 48. “It  was  like  trying  to  sell  stuff  to  people  while  they’re  hanging  out  with  their  friends  at  a  bar”  
  49. 49. 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  
  50. 50. Top  Brands  are  promo;ng  Social   more  than  Mobile  L2  Pres;ge  100©;  Mobile  IQ,  January  11,  2012  
  51. 51. Social  is  crucial  to  brands,  email  and  mobile  beger  cater  to  direct  response  sales  driving  
  52. 52. Social  is  a  great  tool  for  brands  to  build  a  rela;onship  
  53. 53. 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!  
  54. 54. Important  part  of  the  promo;onal  mix…  
  55. 55. Build  excitement  for  sales  and  promo;ons….  
  56. 56. Drive  Awareness  and  engagement  
  57. 57. Drive  loyalty  among  exis;ng  customers….   Gilt  Social  Promo5on  Sales   New  Customers   Exis;ng   Customers  
  58. 58. Understand  full  impact  of  email  
  59. 59. Gilt  open  rates  remain  steady  in  the  face  of  rapid  growth,  but  click  rates  are  declining   Open%   Click%   2009   2010   2011  
  60. 60. Problem?    Let’s  understand  the  cause  
  61. 61. Mobile  email  openers   are  not  clicking  %  Gilt  Email  Opens   %  Gilt  Email  Clicks   Mobile   PC   PC  
  62. 62. 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"  
  63. 63. How  should  email  revenue  be  measured?  
  64. 64. Based  on  direct  click   revenue?  Gilt  Email  Revenue  %  Total  Click  Only   Email  Revenue   Non-­‐Email  Revenue  
  65. 65. What  if  we  add  in  revenue   from  same  day  email  clickers?  Gilt  Email  Revenue  %  Total  w/Clickers   Email  Revenue   Non-­‐Email   Revenue  
  66. 66. How  about  email  openers  who  purchase  in  same  day?   Gilt  Email  Revenue  %  Total  w/Openers   Email  Revenue   Non-­‐Email   Revenue  
  67. 67. Or  revenue  from  all  same  day  email  recipients?   Gilt  Email  Revenue  %  w/Recipients   Email  Revenue   Non-­‐Email   Revenue  
  68. 68. 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  
  69. 69. The  key  is  we  need  to  be  flexible  in  our  understanding  of  email’s  value  or  we  could  be  making  wrong  decisions  
  70. 70. 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?    
  71. 71. Even  crea;ve  tes;ng  can  have  impact  beyond  click  revenue  
  72. 72. 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      
  73. 73. What  would  an  email  presenta;on  be  without  discussion  of  Relevancy?  
  74. 74. 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  
  75. 75. Personalized  sale  emails  drive  +10%  revenue  across  all  customers  
  76. 76. User  input  drives  up  to  31X  to  50X  revenue  li{s  
  77. 77. Lifecycle  marke;ng  drives  up  to  2-­‐5X  revenue  increases  
  78. 78. But  lifecycle  messaging  can  easily  be  overused  
  79. 79. Behavioral  targe;ng  drives  up  to  20X  revenue  li{  
  80. 80. User  discre;on  needs  to  be  used  in  conjunc;on  with  sta;s;cs  
  81. 81. 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    
  82. 82. Ques;ons?    Jessica  Harley  VP  Customer  Marke;ng  Gilt  Groupe  jharley@gilt.com  
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