Predictive targeting boosts M&S’ email responses by 20%

What we did

Using vast amounts of transactional and behavioural data, we built a predictive model that scored each customer’s likelihood to engage with each business category (Womenswear, Childrenswear etc) on a daily basis.

We set up the model in M&S’ campaign selection solution and made it easy for the business to dynamically put email newsletters in order, prioritising the categories each customer was predicted to buy from. The team could shrink or grow the number of customers who qualify for a particular category by selecting the different score levels to tighten or widen the targeting as needed.

The Impact

M&S were given the flexibility to meet trading requirements while tailoring a customer’s email experience based on what is most likely to be right for them. Delivering this elegantly simple level of personalisation to millions of customers consistently drives a 20% uplift in engagement versus non-personalised versions of the same emails and has resulted in £100ks in incremental revenue.