Best Practice for CZC.cz – Smart Newsletter

ePace solution:

We educated the client so they could see that the customer's interests must be precisely reflected in the content of the newsletter. Given the size of the customer base, it was desirable to define customer segments in which their needs would be met with tailored offers of brands and products sold on the client's e-shop.

We designed the concept of targeting and recommending content according to selected parameters, which included:

• Web behavior over time
• Transaction history
• Product affinity
• Brand affinity
• Category affinity
• Data models combining the above parameters
• The client's product portfolio (margins, campaigns, sales priorities)
• Current campaign product range of vendors
• Scoring targeting/segments and recommending newletter product content
• Personalized email subjects

Results:

• E-mail Open Rate (OR): up to 83,5%
• E-mail Click Through Rate (CTR): up to 90,4%
• Discovery that to achieve the same turnover as generated by the original newsletter, it is enough to reach only 5% of the original target using personalization and smart product recommendations. For the remaining 95% of the customer base, we can offer products according to other business-data models (RFM, NBO,...)

ePace delivery scope of work:

• Targeting concept
• Product recommendation model
• Email design and coding
• Copywriting
• Personalization
• Scenario setting
• Campaign execution, analytics and evaluation, including a new concept of vendor email marketing that serves a much larger vendor pool with higher perfomance