After a brief look at my book newsletter I quickly decide whether to move it to the recycle bin or click on another link. As a fan of detective novels I am always thrilled with newsletters containing new releases in this genre. Children’s books or guides on various topics are also high on my wish list. If the bookseller designs his newsletter according to the categories I want, he increases probability many times that I will buy. The book ends up in the shopping cart and the conversion rate of the newsletter increases.
This blog post originally appeared on April 19, 2018 and the content was updated on March 23, 2021.
Retailers who rely on target group specific campaigns reduce wastage and increase the response rate. Let’s continue with the example of the detective novel: You would like to use your newsletter to advertise the book series by Henning Mankell as well as the audio books of the detective series. The newsletter should only be sent to customers interested in this genre. Artificial intelligence (AI) automatically segments your customer base for the campaign. To do this, it includes historical transaction data as well as current click data. In this way, your newsletter will only reach the part of your customers who are very likely to be interested in Andreas Franz’s crime series. The use of automated campaign newsletters significantly reduces the likelihood that your customers will feel annoyed and, in the worst case, will unsubscribe from the newsletter.
You can easily have an intelligent campaign by way of target group selection using a newsletter campaign or in the form of a print campaigns.
Achieve higher order rates through intelligent newsletter campaigns
E-mail marketing is one of the most popular and most successful marketing initiatives. asures. For 91% of the newsletters of the 5000 most important companies in Germany, Austria and Switzerland, email marketing in the form of a newsletter is an integral part of marketing. Ten years ago this figure was 60% .1 The click rate of target group-specific newsletters is on average 100% higher than that of non-segmented mailings.2
Let’s say you run an online shop for fashion items. You would like to advertise the new men’s shoe collection for Nike and adidas. Using the slogan “a fit start to spring”, you offer shoes for a variety of sports for both brands in the newsletter. The AI solution for personalization measures all of the clicks and purchases in real time as well as the historical click and transaction data of your customers. By evaluating this data, the software determines the appropriate target group for your shoe campaign. For example, if a customer predominantly clicks on products by adidas or Nike or frequently buys items related to your advertised products, this is added to the target group. You can also exclude customers from your campaign who have already purchased shoes from the new collections of the sporting brands. With the help of the AI application, you can merge different target groups, intersect the results or form the complement as desired.
Our customer projects show that retailers that use intelligent newsletter campaigns and automatically segment their target groups achieve higher click and order rates compared to newsletter campaigns without segmentation.
Increase your sales through relevant print campaigns
In recent years, customers have been increasingly requesting printed catalogs. Personalization and storytelling are important tools for creating relevant and exciting content. Many customers enjoy browsing through printed catalogs provided the content is of interest to them. Many customers use the printed sample as a starting point to then visit the retailer’s online shop. The study conducted by Splendid Research on behalf of OnetoONE corroborates this: every second catalog recipient visits the retailer’s online shop after browsing in the printed catalog.
The same things that apply to e-mail marketing also apply to your intelligent print campaign. The personalization software calculates the right target group for your printed mailing. For example, you are looking to advertise your wine and cheese selection through a print campaign. With the motto “Wine and cheese specialties from around the world”, you offer a wide selection of aromatic fresh, soft and hard cheeses along with the appropriate wine to go with them. Based on click and purchase patterns, the personalization software evaluates who demonstrates an affinity to one or both of the categories. Selection of your target group by the personalization software is dynamic rather than static and is based on the most current data.
Would you like to start an intelligent campaign?
We would be happy to set up an appointment or web session to advise you how to implement your event-driven campaigns for the appropriate target group and thus increase your conversion rate.
1) https://www.absolit.de/studien/e-mail-marketing-benchmarks#
