Predictive analytics allows quick, reliable conclusions about how a person will behave by inferring how similar they are to other people: Daya is a top customer who shops business chic shoes and loves free shipping. Olivia just signed up and has similar characteristics to Daya (came from Facebook, browses footwear, from the Midwest) — better send Olivia an email about shoes that come with free shipping.
Throughout a customer’s lifecycle, predictive analytics helps retailers better understand who their customers are and what they like, and then tailor messages to better suit those tastes — from activating email subscribers (sometimes called “members”) into customers, to growing relationships through repeat purchases and interactions, until the point of retention, when it looks like that customer might stop shopping with that store, and beyond.
Recently, we co-hosted a webinar (with Percolate) and shared stories of how predictive analytics is helping e-commerce leaders (like Guess, Nasty Gal, and Sole Society) transform their email marketing.
We covered case studies from each phase of the customer lifecycle:
There are two kinds of people in this world: Those who strive to keep their email inbox empty and those who are comfortable “letting go” and leaving things to fate (or their email provider’s inbox search features). While I fall squarely into the first group, my wife falls soundly asleep each night as a member of the second. Yesterday I caught an over-the-shoulder glimpse of her current inbox count – 15,722. The possibility of unanswered emails from an old friend, or a missed dinner invitation in such an inbox puts me in a panic, but she seemed to be completely at ease. Perhaps she knew that the Email Gods would eventually come to her rescue.
In a way, Google did just that by introducing a new app called Inbox. Similar to the updates Google made last year which led to double digit declines in Groupon’s open rate, Inbox disrupts email again by introducing two new features – Bundles and Highlights.
We recently hosted a webinar with Becca Freeman, Senior Manager, Digital Marketing at BaubleBar. Launched in 2011, BaubleBar has quickly become an online destination for fashion jewelry, due largely in part to their unique sourcing capabilities. BaubleBar leverages real-time data to design products corresponding to current consumer trends.
Becca manages BaubleBar’s customer acquisition and email marketing programs. She talked to us about BaubleBar’s use of data and customer insights, as well as their upcoming holiday strategy. Here are a few highlights – you can get the entire recording below.
(We’re also hosting another webinar this week, discussing data-driven email marketing techniques from top retailers like Guess?, Nasty Gal, and Sole Society – register here).