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tactics Is RFM still king? A data science evaluation

Predicting and preventing customer churn has a strong impact on the success of e-commerce businesses. Many businesses understand the importance of churn and engineer a predictive model to analyse and identify churning users. There are various flavours to define user churn in e-commerce. One commonly used definition is “the probability that a user will cease buying from an e-commerce business in the future.” However, not all businesses have the resources to build, tune, and run a churn prediction mode [...] [more]
retentionscience.com    Intelligence, Segmentation

tactics Effiziente Personalisierung: Personas reloaded

Wie granular dürfen Personalisierungskonzepte sein, damit sie sich immer noch rechnen? Neben gängigen Automatismen wie der persönlichen Anrede oder der Referenz auf früheres Kaufverhalten, landet man in den meisten Fällen beim Clustering. Doch die Frage ist: Funktionieren Zielgruppen und Personas heute noch effizient? Das Konzept der Personas ist inzwischen 20 Jahre alt und noch immer ernten Speaker reihenweise „Ahs“ und „Ohs“, wenn sie diese Form des Zielgruppen-Clustering beschreiben. Das liegt vor [...] [more]
email-marketing-forum.de    Marketing, Segmentation

tactics Leadmanagement: Gezielt Klicks auswerten

Hochinteressant sind die Ergebnisse bei Kampagnen, die auf Klickinteresse beruhen. Bei einigen größeren Kunden, arbeiten wir mit sogenanntem „Interessentracking“. Dabei wird jeder Link im Newsletter mit einem oder mehreren Schlagworten versehen. Dafür verwendet man gewöhnlich Oberbegriffe aus der Produktwelt. Nimmt man einen Reise-Newsletter für Italien als Beispiel, könnten das die verschiedenen Reiseziele und gebuchten Domizil-Arten sein. [...] [more]
absolit.de    Customization, Segmentation

tactics How to use Cross-Channel Marketing to Boost Lead Generation at Events

The date is set. Now all you have to do is get people in the door and over to your booth. To start, write a press release on what the event is, who from your company is speaking, and what topics they will be covering. Then post the press release on your company blog, before promoting it on social media, in industry groups, and with industry insiders. You should also consider sending your press release to outlets that cover your industry. Finally, Include a CTA with a link to a landing page with a [...] [more]
maropost.com    Automation, Event, Segmentation

discussion 8 Brands Using Email Personalization Like Pros [GFX]

1. Sephora leverages VIP status. Sephora is killing it when it comes to personalization. Of course, they use personalization in the subject line, but they take it one step further by including personalization in the content of the email. It’s just one extra way to say, “Hey Allie, we care about you and your makeup preferences.” [...] [more]
campaignmonitor.com    Automation, Gallery, Customization, Segmentation

tactics Whoops! We’ve made a terrible mistake

How many times have you stopped before pressing the launch button for your campaign and hoped for the best? However, sometimes no matter how hard you work or how focused you are, mistakes happen. Yes, your worst nightmare coming true, but don’t worry: you’re not alone. So, whether it’s already happened to you or you need preparing in case it does, I’ve put together some examples and advice just for you. [...] [more]
adestra.com    Clickrate, Marketing, Segmentation

tactics Email Effectiveness Study [PDF]

Even these very successful retailers have a lot of room for improvement, with the top five’s scores ranging only from high to mid-70s, out of 100 — the equivalent of C+ grades. Most — 120 retailers — got failing grades. Here are the top five: Club Monaco (79.9) Crabtree & Evelyn (76.8) BCBG Max Azria (76) Hudson’s Bay (75.1) Hanes (74.7) The highest scorers shared some common practices. They didn’t email too often, averaging about one per day to their recipients, and most included several kinds of [...] [more] 
netdna-cdn.com    Frequency, Segmentation, Study

tactics Don’t let your customers fall off. Re-engage with email. Here’s how. [GFX]

We are so hot for email right now. We think it’s one of the smartest channels to re-activate hardly earned customers. Besides great email design, what makes a re-engagement email successful? personalized images and content; segmentation based on behavior or time; (product) recommendations that are relevant and specific to the customer; urgency and a clear CTA or a message that promotes action [...] [more]
reallygoodemails.com    Design, Customization, Segmentation, Gallery

stats October 2017 Benchmark: Automated Email Campaigns Work

automated campaigns perform significantly better than their older counterparts. Compared to batch-and-blast email campaigns, campaigns sent via the Automation Center earned a 74% increase in open rates and a 244% higher click-through rate. We see a clear correlation between the size of a dispatch and the engagement rates with that campaign — essentially the more people in a segment, the lower the overall engagement rates (opens and clicks). One-to-one campaigns – the true promise of marketing – are [...] [more]
emarsys.com    Automation, Segmentation, Study

strategy 7 Personalization Trends All Marketers Need to Know

Onboarding provides a really important opportunity for a brand to explain its value to a customer. Onboarding can be used to encourage customers to download an app, visit a web site, or sign up for email newsletters. Yet most brands don’t seem to realize this. They either send a single onboarding message or launch the user right into the full stream of messages, without regard to user behavior. EBay provides a powerful counterexample: A welcome stream introduces customers to the brand and walks them [...] [more]
sailthru.com    Automation, Customization, Segmentation

tactics Female, Male, or Neutral? Filtering Based on Gender

Our gender-match filter requires that we first tag users, with our best guess at their gender preference, and items, with our best guess at their gender-specificity. [more]
retentionscience.com    Intelligence, Segmentation

discussion Are You Sending Price Drop, New Arrivals, and Back in Stock Emails to The Wrong Customers?

If you’re sending out a discount email, you want to find the most efficient way to group users who all have a high affinity to a specific item. Here at ReSci, we call it predictive product segments. What this means is that our proprietary AI models are baked into our lifecycle stages. Predictive product segments are an inherent function of our Price Drop, New Arrivals, and Items Back in Stock. Target excess inventory to interested buyers. Retailers may run into an issue with excess inventory due to [...] [more]
retentionscience.com    Intelligence, Segmentation

stats E-Mail-Marketing Benchmark 2017 [PDF]

„Wie hoch ist die durchschnittliche Öffnungsrate?“, „Ist meine Klickrate im grünen Bereich?“, „Sind unsere Bounce-Raten zu hoch?“ – diese und vergleichbare Fragen umtreiben viele Marketer. Unternehmen haben erfahrungsgemäß großes Interesse daran, sich mit Wettbewerb und anderen Marktteilnehmern zu vergleichen. Aus gutem Grund: Der Vergleich zeigt wo die Unternehmen stehen – und wo eventuell noch Optimierungspotenzial besteht. Diese Benchmarkstudie bietet Orientierung. Hierzu wurden mehr als 13 Mrd. [...] [more] 
optivo.com    Clickrate, Openingrate, Segmentation, Study, Trend, Sendtime

tactics Real-Time Marketing Tactical Guide [PDF]

Data for personalization: The trade-off. The benefits of getting personalization right. What consumers think about personalization. Triggered Messaging for better engagement. Creating urgency with countdown timers [...] [more] 
bluevenn.com    Customization, Segmentation

strategy 5 Ecommerce Customer Segments to Automate & Engage

Your customer data is a goldmine of information just waiting to be discovered. You know that emails which reflect a customer's data are more relevant and likely to be acted on, but too many marketers stop at basics like name, gender or location. Deeper data-mining can unlock insights about your buyers that help solve business problems like these: [...] [more]
onlyinfluencers.com    Automation, Segmentation
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