Email & Push Case Study: Retail

Leverage your Data to Drive Marketing Performance

Key Considerations• 50 million members

• Diverse interests, demographics, locations

• Multi-lingual

• Website & mobile app

• Unlimited inventory and product diversity

• Collects web and app activity

• Online only, no physical presence

• In-app social tools

• Client has existing email service provider for email delivery (ExactTarget)

• Client uses existing push services company for push delivery (UrbanAirship)

Although its customer base continues to grow, this retailer is experiencing declining click through rates (CTR’s) and conversion rates from core members. This has a direct negative effect on the company’s revenue growth rate and is a top priority to address.

Problem Statement

ClientThis retailer is a global dual-marketplace e-commerce company where people around the world connect to buy and sell unique goods.

They generate more than $1.4B in total merchandise sales, and have over 50 million members across 200 countries.

The major drivers for revenue are email campaigns that drive customers to their website and push notifications from their native application.

Internal research pointed to plateauing overall performance and conversion rates. This was result of general customer campaign fatigue due to lack of content relevancy.

#%@!?

Challenge

1

CAMPAIGN SUBSCRIBER LIFECYCLE

Con

vers

ion

Ra

te

Plateauing Performance

Campaign Fatigue

Campaign Launch

Peak Awareness

2Lack of relevancy has limited campaign performance across all channels.

Campaigns leveraged little customer data, so client’s daily campaigns were not relevant to most.

SolutionTo solve for inabilities in leveraging internal data to drive performance, Relevvant first served as a platform to unify their customer-centric data as illustrated below. As the system of record (SOR) which aggregated its disparate data sources, Relevvant unlocked the full picture of their customers.

1Learn about customers by integrating data from disparate sources.

• DEMOGRAPHICS *

• LOCATION *

• WEBSITE ACTIVITY *

• PURCHASES *

• SOCIAL

• MARKETING PERFORMANCE *

• DEVICE ID *

• IP ADDRESS

• COOKIES*

Jon Doe | bo. 6/15/81 | ph. 4155531234 | em. jd@gmail.com tw. @jondoe | fb. 128278391n9 | ci. San Francisco | st. CA | male

2Easily leverage aggregated data for rules-based audience selection, targeting, and personalization.

CRMLocatio

nPurchas

-ingWeb

ActivitySocial Data

MobileAd

Perfor-mance

* Data elements used by client

Solution (cont.)Client began to create marketing based on their own internal data and range of motion improved instantaneously as cross-channel abilities were delivered through an easy-to-use UI.

3Execute independent or coordinated multi-channel campaigns.

4Create rules that behind each campaign module for dynamic, data-driven content personalization.

PUSH

EMAIL

ResultsClient began seeing results very quickly. Data-driven content drove better productivity and improved email conversion rates. With more relevant content, improving open rates also followed.

2Machine learning ensured that relevant content is delivered to all members at the right time.

1Client increased number of unique versions of daily email by > 20x with rules-driven personalization.

DATA

PersonalizationTargetingProgrammaticOptimization

Relevvant easily connects to almost

any existing channel provider

As “wrapper” for existing ESPs and push services, Relevvant data-driven optimization enhances KPIs.

3Better personalization and dynamic content delivery improved performance across both channels.

3-Month Campaign ResultsEMAIL PUSH

42%Conversion Lift

16%Open Rate Lift

12%Retention Increase

23%Engagement Lift

Results (cont.)When marketers are empowered to harness the power of customer data from disparate first-party data warehouses and third-party sources, their campaigns are more personalized, targeted and optimized for each audience member.

Other Campaign Lifecycles

Con

vers

ion

Ra

te

Plateauing Campaign Performance

Audience Fatigue

Campaign Establishment

Relevvant Campaign Lifecycle

Deeper 1st-Party Data integration

System Learning and Optimizing

Continued Personalization

Campaign Establishment

Peak Awareness

Relevancy

Leveraging your data to drive marketing performance.