There are clear opportunities and threats for advertisers in how they approach mobile email opportunities in the performance channel. One such opportunity is the rise of re-targeting through mobile devices, which is the basis of a recent Affiliate Window basket abandonment case study.
"Just as we see sectors such as group buying significantly over indexing in terms of the share of sales generated through mobile devices, we also see basket abandonment emails outperform other publisher types generating sales through mobile handsets,” wrote Matt Swan, an Affiliate Window client strategist.
Affiliate Window saw 13 percent of all sales that a leading basket abandonment publisher (Ve Interactive) drives are generated through mobile handsets; more than double that across its network as a whole and, again, indicative of changing consumer behavior and the move toward mobile email.
Read the full case study (page 1, page 2).