MORE ENGAGEMENT WITH YOUR CUSTOMERS

Challenge

In a highly competitive market building a relationship with your customers is important. As such an online pharmacy had to ambition to achieve better engagement ratio’s for the weekly newsletter

Solution

HUMAI’s software analysed engagement behaviour of every consumer based on raw email data. This resulted in a clear view of certain consumers never opening the newsletter to consumers always reading the email. For consumers with lower email engagement the right day of the week and time of day to open the newsletter were predicted. The various day time customer segments were used for to send the newsletter for the several weeks.

Results

The optimised send time of the newsletter to consumers that had an average to low engagement resulted in 33% more consumers reading the email that was delivered in their inbox. The biggest increase was seen with customers that had opened the email occasionally, telling that sending messages at the right time is always a big success