Making Personalized Email Marketing Easier

Predictive analytics improves email marketing results. That’s hard to dispute, but it’s not quite right. Relevant messaging and attractive offers improve email marketing results. Predictive analytics has the potential to help. It’s only potential because there is so much involved in doing it right.

Most predictive technologies are based on the principle of finding customer attributes or behaviors that predict outcomes. For example, what is it about a customer that seems to indicate a likely interest in buying Product A? For this approach to work best, you want to gather and evaluate as many customer attributes and behaviors as possible.