Unbeatable marketing power with predictive emails

Predictive emails: a new level for the customer journey

Many companies are looking for solutions to address customers in a more personalised way because traditional email marketing is no longer sufficient. This is exactly where predictive emails come in: They use historical data and artificial intelligence to predict what recipients want to do, buy or read next - and when is the best time to get in touch. This creates a genuine customer experience tailored to the target group that goes far beyond simply sending automated newsletters [1][7].

Clients who want to work with predictive emails often come with the desire for more efficiency in marketing, higher sales revenue and better customer loyalty. They ask questions such as: „How do I strengthen the customer journey?“, „What is the best way to personalise my emails?“ or „What automation options are there?“ Many marketing managers are feeling the pressure to generate real added value from data and are looking for support that makes data-based decisions clear - for example as part of iROI coaching in the area of predictive emails.

Predictive emails in practice: convincing examples

Personalise the customer approach with predictive emails

Predictive emails analyse the behaviour of the target group on the website, in the web shop and in the app, as well as historical interactions with previous messages. A classic scenario: a customer regularly searches for travel destinations, occasionally orders hotels and car hire, but rarely opens emails about flight deals. An intelligent system recognises this pattern and suggests specific offers relating to their favourite hotel or an attractive rental car in the next newsletter - and omits flight times. The result: the open rate increases because the content is relevant.

Another example comes from the financial sector. Customers who use an interest calculator but cancel the contract receive a personal email after a certain period of time with a personalised proposal and a clear call to action. Predictive emails help to determine the right time and thus increase the conversion rate.

Next steps: How do I get started with predictive emails?

Predictive emails only work if the basis is right. Collect and combine all available data sources: Purchase history, website interactions, engagement with previous emails and demographic characteristics. Modern tools such as ActiveCampaign or Mailchimp offer simple integration and automated workflows [7].

Start by analysing your customer base and identify the most important target groups. Ask yourself: Who reacts particularly sensitively to being approached? Who is threatening to leave the company? Who is ready for an upsell? Predictive emails help to recognise these groups at an early stage and address them in a targeted manner. A step-by-step approach is recommended, as this allows experience to be gained and the system to be optimised.

How iROI coaching helps you get started with predictive emails

My coaching sessions for iROI and predictive emails focus on data-based strategy. We analyse existing processes, identify weaknesses and develop a concrete project roadmap. We start by bringing together data sources, segmenting target groups and defining KPIs. We then work together to determine which predictive email campaigns promise the greatest effect - and how success can be measured.

iROI coaching starts with the implementation of the technology solution without losing sight of the goal: The customer journey becomes more personalised because every email is received at the right time and with relevant content. The coaching support never ends because new data and developments are regularly incorporated - making the system even more precise.