Best Practice for CZC.cz – ATEP

ePace solution:

As part of ePace services, we deployed our own proven solution called ATEP (Active Email Target Policy), which contains a set of rules for communication with customers/contact base (activity based rules + business based rules). By gradually testing and setting these rules, we were able to reduce the volume of emails sent on a regular basis. The resulting rules have become part of regular e-mail deployment, so that the calculation of the newly defined target is corrected automatically.

Activity based rules (examples):

• Number of emails per time
• Open rate
• CTR rate
• Unsubscribe signals / Bounce rate
• Purchase recency

Business rules (examples):

• Contact recency
• RFM segments
• Website activity
• Omnichannel hierarchy (cost + engagement score)

Results:

• 68% decrease in the volume of e-mails sent
• Volume of sales assisted by emailing was not affected (the introduction of ATEP does not bring a decrease in sales)
• Rate of purchases is increasing in the customer base excluded from targeted newsletters (structural change in targeting to suit the behavior of the base)
• Trigger-based email machines gained larger targets (antiSPAM policy effect), which, thanks to higher conversion rates, brought a further increase in sales

Further context:

When combining the ATEP solution with smart targeting, the same volume of assisted sales will generate only 5% of the original communication target.

ePace delivery scope of work:

• Debrief, deployment and set-up of the ATEP solution
• Inclusion of ATEP policy in e-commerce rules, monitoring, analytics and evaluation
• Continuous optimization and activation of additional rules leading to cleansing the base and increasing the performance of newsletter emailing.