predictive marketing agilone email edition

PREDICTIVEMARKETING

AGILONEEMAILEDITION

CONTEXT

2

Aspirations Vs. Reality

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Problem Why can’t Email Marketers

solve this problem today?

AgilOne Email Edition

• Most email marketers

treat every customer

somewhat the same way

• Few measure marketing

effectiveness

longitudinally across

channels

• 5-minute set-up

• Collect and mine email

data to predict propensity

of people to engage

• Segments customers so

that they can be acted on

and integrate tightly with

existing email platforms

• Enables effective test-

measure-optimize

• Email Marketing

Solutions do not offer

built-in integrations and

predictive analytics

• Email marketers don’t

have the resources to

build a solution internally

• There are very few SaaS

email optimization

solutions integrating with

existing email platforms

Fromoptimizing campaigns

tooptimizing

customer engagementand

value

5

What metrics do you use?

File size

Deliverability rate

Open rate

Click-Through rate

Conversion rate

Unsubscribe and SPAM complaint

Etc…

6

I am growing my contact list nicely.

7

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Contact Count (opt-in)

Or am I?

8

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Contact Count (opt-in)

Low Value/Engagement

Medium Value/Engagement

High Value/Engagement

Optimizing short-term vs. long-term

9

Email Frequency

$$$

Cost

of

emailing

Cost of

unsubscribe

Revenue generated

by emails

Optimal Operating Frequency

Overview of AgilOne Email Edition

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11

12

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Data Flow

15

1. billions of email activity

data point are extracted from

the email marketing solution

every day or every hours

2. Advanced machine learning

algorithms find patterns and

predict engagement and

unsubscribe behavior for each

customers

3. Predictive customer

segments are sent to

the email marketing

platform

Enthusiast

Sleepy

Phantom

Ignored

NewbieMainstreet

Optimization Framework

17

Recipe to increase customer lifetime value

1. Cut back Newbie touch frequency (half of opt outs come from Newbies)

and test different onboarding programs

2. Reduce Phantom and Sleepy touch frequency and use aggressive offer

3. Add extra emails to Enthusiasts and invite them to participate in your

social programs

Standard Test Framework

• The test cell samples are selected at the start of the test and kept "frozen" throughout the test

Detailed Results

• Test span 30 days

• Customers in Test - received at least one email during test

• Open and click rates are the ratio of unique opens/clicks to sends

• Unsubscribe rate is the ratio of customers unsubscribing to customers in test

• Numbers in green show a difference from baseline with 95%+ confidence

Let's put a $ value

• If we can estimate a gain/loss/cost for each action we can project the overall value of each treatment

relative to baseline

Learn more or Questions

Akosa.Melifonsu@agilone.com

0044 753892436