How AI-powered Delivery Enabled Myntra Improve Email Campaign Performance by 60%, 2X that of Industry Standards

How AI-powered Delivery Enabled Myntra Improve Email Campaign Performance by 60%, 2X that of Industry Standards

Pradyut Hande

By Pradyut Hande - September 18, 2018

In today's hyper-competitive digital consumer environment, brands across industries face an uphill battle while attempting to acquire, engage, monetise, and retain customers. These challenges are even more pronounced in a supremely price-sensitive and value-demanding industry such as the online fashion segment in India, worth about $6,185 million currently.

Catering to over 440 million customers, the only way marketers like you can combat dwindling customer attention spans while driving repeat conversions, is by embracing an intelligent data-driven approach that hinges on reaching your diverse customer segments across appropriate channels of communication.

Recognising the multiple challenges in a constantly evolving industry, Myntra, the leading online fashion platform in India, chose Smartech to help them deliver AI-powered email marketing campaigns at scale, facilitated by maximising primary inbox delivery.

Related Blog: Hallo! Exactly when are you planning to send that email? 

This was done with the objective of creating highly personalised and contextually differentiated customer experiences.

The Challenge

When it comes to marketing communication for online retail, email  continues to remain valuable with Open Rates of almost 17% and Click-through Rates (CTRs) of 2.3%

But the effectiveness of Myntra’s campaigns was undermined by their inability to get their emails delivered to their customers’ primary inboxes in the first place.

They also needed to identify relevant customer segments for campaign targeting using a comprehensive analytical approach.

All of these challenges demanded immediate overcoming to elevate customer engagement, monetisation, and retention through AI-driven primary inboxing in the long run while maximising ROIs on every campaign.

The Solution

Smartech has gone about addressing Myntra’s challenges by adopting a three-pronged approach:

Data Analytics:

Smartech’s email delivery technology and consultancy has helped Myntra identify intelligent customer segments based on their brand affinity, driven by their historical interactions and/or purchases.

This data-driven segmentation of an ever expanding target audience set the foundation for dynamic email delivery.

In-depth analytics also suggested that Myntra would benefit greatly by enabling higher primary inboxing as marketing emails that land in the primary inbox produce 1.5X the CTRs as compared to those that land in the promotions inbox.

AI-Powered Dynamic Email Delivery:

Over the last 6 months, Smartech has added a level of AI to these insights in order to enhance the chances of delivering these relevant email campaigns straight into the primary inbox of customers.

What does this imply?

To ensure optimized delivery and higher primary inboxing of Myntra’s marketing emails, we harnessed the power of Neural Networks. This automated network can pick up on the smallest of signals with regards to delivery and auto-adjust the campaign throughput based these same signals.

This ensures that the infrastructure continuously monitors the process in real-time, evolving and adjusting load delivery speeds along the way, to ensure that the quality of emails delivered to the customers’ primary inboxes aren’t compromised on.

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Consultancy-driven Content Optimisation:

Going one step further, by leveraging Smartech’s AI and Machine Learning capabilities, Myntra was also able to hit upon exactly the right content and the best times to send with regards to their email outreach. All of this is based on the propensity of different customer segments to react to specific keywords embedded within the content, viewed at particular times of the day, primed for higher Open Rates and CTRs.

The Results

A heavy emphasis on AI-powered content optimisation, send times, and deliverability infrastructure over a period have majorly uplifted the primary inbox delivery rate (instead of these emails going straight into the “promotions” tab).

By building a stronger domain authority backed by consistently following email related hygiene factors, Myntra has now been able to elevate their email campaign performance exponentially.

Mr. Aashish Kumar, Senior Manager, CRM & Growth at Myntra, elaborated, “Netcore's Smartech has been critical to our customer retention strategy, and we have partnered with them for 4+ years now. Using AI-based delivery, Smartech has helped us in primary inboxing, achieving 60% improvement in email campaign performance which is 2X that of average industry standards.”

More the number of active customers that Myntra can reach out to in a timely fashion through a valuable channel of communication, higher the response rates and eventual conversions. This also helps them optimise their campaign spends, to hit a higher ROI in the long run.

AI is Here to Stay!

Artificial Intelligence is no longer a trending buzzword across industries. It’s advantages to data-driven modern marketers like you are real, measurable across channels, and attributable to top-line revenue.

Related Blog: 4 use cases of AI in marketing

To learn more about how your digital business can turbocharge growth while delivering exceptionally differentiated customer experiences at scale, schedule a demo today!

 

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