The roles of the model and the profile in Email Marketing

Today we will talk about two concepts that allow us to know what information to send to each user and the best time to do so: the Model and the Profile of the users that are part of our database. If we learn to combine them, we will get very good results in our email marketing.

When we talk about ModelBy behavioural pattern, we mean a pattern of behaviour that we detect in the users that are part of our database and from which we can predict a future action. With models, or simply by reacting to behaviour, we can better adjust the moment in which we are interested in contacting the user, thus increasing the chances that they will open our email. The ProfileThe profile, on the other hand, is the static image of what the different groups in our database are like, sociodemographically. By means of profiles, we adjust the content or message of the email to the user's tastes and interests. If we combine both dimensions, we will have as a result an email with a relevant message for the user, which will be sent at the most appropriate time. This is the only way to increase openings, conversions and to increase the Lifetime Value.

Now we will see an example to understand both concepts. Let's suppose that we are a fashion clothing e-commerce and we decide to implement a conversion to sales programme for users who have registered on our website. In this case, the  Model will be universal in terms of "who" we will address. For example, we have detected that 15% of the users who buy for the first time in the e-commerce have in common that in the 7 days after registration they have opened and clicked on the welcome email, they have visited our page more than 3 times and the average time per session has been more than 3 minutes. The model will be applied to all those users whose behaviour is equal to the model created. In this way, the model predicts us to "who"We need to target in order to increase the likelihood of conversion. However, the "what" We communicate, i.e. the content, will be defined by the socio-demographic information (user's gender, age, etc.) of the subscribers.
As mentioned above, it is essential to combine these two approaches if we want to obtain good results. It is often the case that we use only demographic information to define a "who" We are not saying that this should not be done. We are not saying that this should not be done, but rather that deepening the analysis of user behaviour and using this information to increase the relevance of communications will lead to better results.