User attention was going down: Needed to ensure that more emails land up in the more important ‘Primary’ tab of the customer’s inbox, rather than in the ‘Promotions’ tab
Marketing efforts needed focus on user engagement: Inactive users were being treated on par with Active users that showed higher prospect of engagement. A comprehensive analytical approach was missing.
Customer retention: A growing area of concern due to various factors, especially content optimisation
What Netcore did
Netcore did these 3 things to help Myntra battle its challenges:
AI-powered Dynamic Delivery: Addressed the ‘position bias’ of the customers by enhancing the delivery rate through Primary Inboxing. As a result, the Click-Through Rates (CTRs) went up 1.5X and this helped directly increase conversions.
Neural Networks coupled with Smart Segments: A component of AI, Neural Networks identified customer segments based on their brand affinity, assessed based on data regarding their interactions and transaction history. So, we helped Myntra put their engaged users first, and putting inactive users in a different segment. This helped them fine-tune their campaigns.
Consultancy-driven Content Optimisation: By leveraging Smartech’s AI and Machine Learning capabilities, Myntra was able to zero in on the right content for its audiences as well as identify the best times for sending their emails, all aimed at maximizing conversions by using calls to action that were relevant & compelling