Few key questions any marketer or campaign specialist faces are – “Whom, What, When and How to send a campaign”. In the last 15 years, analytics personnel have strived to answer some of them, particularly the first two – Whom and What. But it is not enough.
Today’s customers are always in a hurry, with a very short attention span. Gone are those days, when digital campaigns were themselves sufficient to propel the success of a marketing campaign.
To match the right product to the right customer, but also to send the right campaign at the right time with the right packaging is more crucial than ever. It is often seen that an extremely relevant mail remains unopened either due to sending it at the wrong time or due to an unattractive subject line.
With Netcore’s latest offerings on, Send Time Optimization(STO) which suggests when to send a particular campaign to a customer and Subject Line Optimization(SLO) which suggestively helps customize the subject line of any campaign to achieve the best performance, marketers can now feel a bit at ease and tactfully manoeuvre around the above problems.
Send Time Optimization
Timing is an extremely important concept in modern marketing.
Assume, a customer of yours is a new mom, who keeps busy looking after the baby for most part of the day. She gets a chance to check emails & messages only when the baby sleeps, generally during specific hours of the day. If during these hours, she opens her mail box and sees an email regarding baby toys on top. She is going to open it for sure, isn’t it! The marketer has figured out when to reach her exactly, to get a cut of your short attention span.
Let’s look at another example. A top senior corporate may be able to check his/her personal emails only late in the day, whereas a junior employee is generally online and checks his emails every alternate hour. This means that persons from similar backgrounds may or may not actually have a preferred time slot.
Netcore’s AI powered STO helps solve all these challenges at once by putting the campaign email among the top few in the mailbox. Based on past email behaviour of customers, it figures out:
Subject Line Optimization
Campaign Specialists are creative people. Often before designing the campaign they feel at sea, deciding on which subject line can fetch good success. Just like, “One can judge a book by its cover” so is an appropriate subject line important in defining the quality of the content in an email. A very relevant content suggestion included in an email may remain unopened if the subject line cannot convey the relevant appropriateness.
Netcore’s AI powered SLO helps the marketer experiment and finalize the best possible subject line for a campaign, by suggestively guiding him/her select the best possible subject line by:
The motto of any marketing campaign is to generally generate a higher outcome. The outcome can be varied – to collect feedback, to promote, to generate revenue etc. Whatever is the objective, the intermediate stages are always the same.
The STO and SLO offerings from Netcore helps the marketer to ensure a higher success in the initial two stages (follow the image above), which eventually results in success of reaching the desired outcome.
Debopriya Das says, "I am currently working as Lead - Machine Learning at Netcore, and have a rich experience into analytics, deep learning, DWBI, solutioning, consulting, and project management. I have spent a significant amount of time in my career, building solutions and strategies for pricing, loss mitigation, risk scoring etc in the Insurance industry. Most of the other problems that I have worked on have been pretty spread out and abstract, ranging from problems which can be solved by traditional statistical/machine learning models to practical image recognition and video intelligence."