customer

CustomerZone360 NEWS

CustomerZone360 Home

Salesforce Einstein Improves Lids Email Marketing Performance

By Paula Bernier July 18, 2018

Email marketing is a tricky business. You want to reach the greatest possible interest group, but you want to do that without creating email exhaust with your target customers. That can lead them to unsubscribe from your email distribution. You also want to avoid the costs of emailing those who are unlikely to buy.

That was the thinking that led hat retailer Lids to adopt Salesforce Einstein. Wendy Mudis said Lids wanted to get away from sending batch-and-blast communications to its full email list. Instead, it wanted to send more personalized communications to a more targeted list to get better program performance, according to the director of digital advertising at Lids.

Salesforce Einstein now allows Lids to do that. This solution employs artificial intelligence to automatically identify a list with the greatest potential to perform. That’s important, said Mudis, because Lids only has one or two people working on its email effort. It was cumbersome for them to pull lists, she said.

Prior to adopting Einstein, Lids did a test showing an email open rate of just 5.9 percent. Since adopting Einstein about a month ago, the company’s email open rate has grown to 27 percent.

Lids also experienced a 2.5x increase in average click-through rate, Salesforce said. With Einstein, the Lids marketing team also learned there were more loyal customers that were constantly engaging with emails than the previous data analysis showed. The team can now see which of its subscribers are the least engaged, helping it to take more proactive action across its customer base.

“Not only is Lids reaching its various email targets for the year, the insights gathered will help the team to drive more personalized content to subscribers, including identifying promotional offers to send and building a target win-back segment journey,” added Salesforce.

Lids, which uses Einstein within its Salesforce Marketing Cloud, is also now considering adopting the Social Studio platform, said Mudis. That’s the Salesforce solution for social media listening, engaging, and publishing. Einstein could also tie into that by optimizing what images, keywords, and messages are most likely to resonate in different scenarios, she said.

Want to learn how your organization can use AI-based solutions to improve business outcomes? If so, join us place Jan. 30 through Feb. 1 at the Broward County Convention Center in Fort Lauderdale at The Future of Work expo.

We’re accepting session and speaker suggestions for The Future of Work now through July 31. To submit your ideas, please visit this link.




Edited by Erik Linask

Executive Editor, TMC

SHARE THIS ARTICLE
Related Articles

Customer Retention Strategy - Measure, Track & Improve

By: Special Guest    9/24/2021

Know about the professional customer retention strategy that will help you grow your business with ease. You will learn ways to measure, track and imp…

Read More

Gnani.ai Releases New Voice Biometrics Solution armour365

By: Luke Bellos    9/23/2021

Gnani.ai announced the launch of armour365, a new solution offering added protections against the rising fraud and cybercrime activity across the glob…

Read More

NICE and Bell Canada Form Agreement to Expand CXone Availability

By: Luke Bellos    9/16/2021

Customer experience solutions leader NICE has announced a new strategic agreement with Bell Canada, in an effort to expand the availability of the NIC…

Read More

CUSTOMER Magazine Announces Winners of the 2021 Contact Center Technology Award

By: TMCnet News    9/9/2021

TMC today announced the winners of their 16th Annual Contact Center Technology Award, presented by its premier publication, CUSTOMER magazine.

Read More

Plivo Survey Finds Back to School Shoppers Favor Retail Communications Most

By: Luke Bellos    9/8/2021

A new survey from Plivo finds that back to school shoppers are more likely to opt in to direct messaging marketing campaigns.

Read More