India's largest platform for AI & Analytics leaders & professionals

Sign in

India's largest platform for AI & Analytics leaders & professionals

3AI Digital Library

Email Campaign and Cadence Analytics

3AI September 10, 2020

World leader in film, television and music entertainment

Problem Statement

  • Company executes numerous email campaigns for their official online store selling movie, television, music and entertainment merchandise.
  • Company wished to improve the effectiveness of email campaigns by converting more opens to clicks and clicks to purchases.
  • Increasing database attrition raised concerns of losing customer base for email marketing.

Analytics Led Approach

  • Provided an integrated longitudinal view of marketing touches by customer and delivered insights on those trends.
  • Linked analysis of customer behavior to purchases and order value to financially orient all findings.
  • Provided suggestions on expanding sample data window for improving accuracy and scope of analyses.
  • Data Source: CRM data that includes campaign information at customer level, order purchase data, other customer activity data.

Business Impact

  • Message-mix analysis highlighted the importance of commercial messages in delivering higher open & click rates.
  • Insights and views delivered set the next steps for defining an email cadence testing methodology.

Critical Success Factors

  • Analysis across segments yielded different open/click and purchase behaviors – instrumental in determining the optimal email cadence patterns.
  • Identified the key cadence metrics driving the conversion – Frequency, Time Gap between touches, and Day of the Week

    3AI Trending Articles

  • AI revolution in SMB-Challenges and Way Forward

    Featured Article: Author: Raj Sadasivam, Jana Analysis As most of us would agree, we are on the cusp of the third major revolution in the history of mankind. The invention of letter press in the 15th century by Gutenberg was the first and the internet revolution in the 1990s being the second. Now the world […]

  • Impact of AI on Data Anonymization

    Featured Article: Author: Mohan Khilariwal, DGM, Data Engineering, Analytics and Data Science, HCL Technologies Data anonymization has become much more critical as we are into the era where data sharing is becoming a necessity in order to serve the customer, new business opportunities, Governments want to take help from the industry to serve its people […]

  • Driving AI Adoption: An 8-Step Blueprint for Your Team’s Success

    Featured Article: Author: Ganes Kesari, Innovation Titan A Telecom major was grappling with high customer attrition. The firm was one of the largest Telecom companies in the world and a market leader in Asia. The marketing team’s heuristics-driven approach to customer retention was dated and ineffective. Reviewing the business performance in a weekly huddle, the […]

  • Sebi is setting up a Cybersecurity Fusion Centre

    Establishing a cybersecurity fusion centre or a cyber lab is part of Sebi’s three-tier structure for monitoring cybersecurity-related events in the securities markets. . NEW DELHI: Markets regulator Sebi is in the process of setting up a cybersecurity fusion centre, a move aimed at detecting cyber threats faster and resolve such incidents efficiently and effectively. […]