CZC.cz
“ePace has helped us tame the wild beast called Exponea (later Bloomreach) – from implementing the entire solution to planning and setting up detailed campaigns and scenarios.
I was particularly impressed by the strategic overlap, business insight and meticulous execution. We’d probably fall flat on our faces if we tried to implement Exponea without their assistance. It’s not a tool that can be easily handled in-house, unless you have a robust custom CRM team. This allowed us to take our CRM and targeted automated communication to a higher level, I’d say well above the previous standard.”Milan Duda, Marketing Director
“ePace has helped us tame the wild beast called Exponea (later Bloomreach) – from implementing the entire solution to planning and setting up detailed campaigns and scenarios.CZC Case studies
Email Communication Optimization
- CDP: Bloomreach
- Country: Czech Republik
- Segment: B2C
"We would like to reduce the number of emails (newsletters) sent to customers within inspirational communication as much as possible, without impacting the sales volume supported by these communications."
"We would like to reduce the number of emails (newsletters) sent to customers within inspirational communication as much as possible, without impacting the sales volume supported by these communications."We implemented our proven solution called ATEP (Active Email Target Policy), which consists of a set of rules for communication with customers/contact base. Through gradual testing and adjustment of these rules, we were able to reduce the volume of regularly sent emails. The resulting rules became part of the regular email deployment, so the calculation of the newly defined email target is automatically adjusted.
Examples of activity-based rules:
- Number of emails over time
- Open rate
- CTR (Click-Through Rate)
- Unsubscribe signals / rejection rate
- Recurrence of purchase
Results:
- A 68% reduction in the volume of sent emails, with no impact on sales volume supported by email campaigns.
- The purchase rate increased among the customer base excluded from targeted newsletters (structural change in targeting to align with customer behavior).
- Email trigger-based automations reached larger target groups (anti-SPAM policy effect), which, due to a higher conversion rate, led to additional sales increases.
"When combining the ATEP solution with intelligent targeting, 5% of the original target generates the same volume of assisted sales." Working with the active base is key; defining the active base is an engineering project. Thanks to the ATEP definition, another project can begin, namely how to reactivate those who are not currently active."
"When combining the ATEP solution with intelligent targeting, 5% of the original target generates the same volume of assisted sales." Working with the active base is key; defining the active base is an engineering project. Thanks to the ATEP definition, another project can begin, namely how to reactivate those who are not currently active."
Scope of Work:
- Setting up and deploying ATEP rules and email policies
- Including ATEP policies in e-commerce rules
- Monitoring, analysis, and evaluation
Newsletter Personalization
- CDP: Bloomreach
- Country: Czech Republic
- Segment: B2C
We trained the client and provided information to help them understand that customer interests must be accurately reflected in the content of the newsletter. Given the size of the customer base, it was important to define customer segments where their needs could be met with brand and product offerings tailored to the client’s online store.
Examples of targeting and content delivery parameters:
- Website behavior over time
- Transaction history
- Product affinity
- Brand affinity
- Category affinity
- Data models combining the above parameters
- Client’s product portfolio (margins, campaigns, sales priorities)
- Current campaign assortment of retailers
- Scoring of targeting/segments and content recommendations for product newsletters
- Personalized email subject lines
"To achieve the same turnover as the original newsletter, it is sufficient to target only 5% of the original audience through personalization and intelligent product recommendations.
For the remaining 95% of the customer base, we can offer products based on other business-data models (RFM, NBO, etc.)."
Results:
- Email open rate (OR): Up to 83.5%
- Click-through rate (CTR): Up to 90.4
Scope of Work:
- Targeting concept
- Product recommendation model
- Email design and coding
- Copywriting
- Personalization
- Scenario setup
- Execution of campaigns, analysis, and evaluation
- New Concept of Email Marketing