When you incorporate machine-learning technology for targeting into your email marketing campaigns, the whole experience becomes more personalised and less likely to annoy your email subscribers.
eBay dumped its batch-and-blast email marketing practice and switched strategy to deliver a better customer-focused experience.
Based on a customer's browsing history, each email newsletter now sent by eBay is more relevant in terms of product recommendations and ads display.
We wanted to create a structurally better experience for our customers — and our big bet was to go after 1:1 personalization using real-time data. We wanted to use machine learning to do the targeting, with real-time feedback loops powering our models. - Alex Weinstein, Director of Marketing Technologies and CRM at eBay.
That is, we needed to know when a customer opens an email or clicks on it and based on this knowledge, instantaneously adjust our recommendations for other customers.