Half of Gilt Groupe Emails Opened on Mobile: Email Evolution Conference
Half of all Gilt Groupe emails are opened on a mobile device, said Jessica Harley, VP of customer marketing at Gilt Groupe. Mobile sales for the private sales site increase 73% on weekends, and 48% between 9 p.m.and midnight on weekdays.
Speaking at the Direct Marketing Association's Email Evolution Conference in Hollywood, Fla., Harley discussed how Gilt Groupe analyzes email metrics and the way in which mobile devices have dramatically changed consumer email habits. For example, Harley said that while Gilt's email click rates and click revenue declined throughout 2011, the company had its heaviest growth revenue during the fourth quarter.
“Mobile email openers are not clicking [on the attached link],” she said. “It's not the user behavior. They look at the email then switch over to the app.”
Email click revenue constitutes approximately...