Segmenting data based on interest and response has always been the standard way of working. With sending millions of emails multiple times per week, this mail house reaches their members with relevant offers from top brands.

Their challenge was utilise more advanced segmentation methods, easily to be scaled and automated across various campaigns.

The complete database of members was swiftly analysed to identify patterns in behaviour, interest and needs. Then segments were created of members showing interest to retail offers and a high need to purchase a retail offering from Bol.com. For every individual member the most relevant time slot in the next few weeks was calculated and used to optimise send timings.

The campaign resulted in an increase of more than 3% in engagement. As a consequence the number of people purchasing increased with 18%