Email marketing is targeted, based on consumers' past digital behavior. "We're targeting past purchase behavior - over the consumer lifecycle - not just the purchase lifecycle, but also [taking into account whether customers] are new to the website," says Castresana. “Are you a first or second buyer, or are you a VIP who has already purchased six times? “We personalize by category, showing you categories and product families – i.e. dresses, shirts and jeans that the algorithms suggest are the categories you are most likely to buy. “These are not just related products, but families: for example, we could have two best-selling jackets, one is crazier, the other more mainstream. »
To demonstrate this, Castresana opens her jacket to reveal a shiny multi-coloured lining, with the asymmetrical swirls typical of Desigual's creations. “We let you choose, because we don't know what kind of madness you have. » This interview with Desigual CMO Borja Castresana took place at the Modern Marketing Summit at Mobile World Congress in Barcelona 2017. For more interviews and MWC coverage, see: Sears: The Holy Grail combines data, mobile, marketing and merchandising E-Commerce Photo Editing Service How video storytelling and mobile transformed Shell's business marketing Lufthansa on virtual reality and the transformation of an aircraft into FlyingLab Why mobile video is massive and other lessons from Mobile World Congress 2017 Andy Favell is ClickZ's mobile columnist. He is a London-based freelance mobile/digital consultant, journalist and web editor. Reach him via LinkedIn or Twitter at Andy_Favell .
See above for three examples of recent email campaigns opened on a smartphone. Email has seen one of the biggest shifts to mobile, Castresana explains: “We know that our emails are mostly read on mobile – around 70%. “So we wondered when is the best time to send an email? What formats and creatives perform best when considering mobile playback? We use A/B testing to see what works best. “[For example, we suggest:] send it at 7am so it's the first email you wake up to read… And yes, that's a good time. »