Personalisation of email timing drives a 250% increase in engagement

Profile

UK high-street retailer.

Situation

A UK high-street retailer had an objective to drive incremental growth in email revenues and increase customer retention. They needed a scalable way to anticipate customer behaviour and personalise the timing of marketing emails in order to drive responsiveness.

Action

We conducted extensive customer analysis to parameterise transaction data and identify meaningful indicators of customer behaviour including churn probability, product purchase cycles, interest in new season ranges, etc.

Using a combination of machine learning and customer analytics, these parameters were translated into email triggers, designed to serve relevant marketing materials to customers at a time when they personally would be most prone to purchasing.

The Behavioural Trigger Model (BTM) was used to support the creation of a suite of automated email campaigns that are embedded within the set of regular CRM programs.

Impact

BTM email campaigns drive on average x5 more revenue per send than standard BAU campaigns and x2.5 higher engagement rates

So what?

We specialise in developing pragmatic solutions that are informed by advanced analytics and easily deployed within the operational context. Sometimes what’s needed is an advanced model with outputs in Excel. Other times it might be best to fully integrate with your CRM or sales management platform. Whatever the solution we understand that your team needs to trust the results and fully understand the rationale for the recommendations.