Leveraging Big Data to Boost Click-Through Rates
Retention Science uses predictive algorithms to create automated marketing campaigns for companies based on customers' buying patterns.
By Katherine Duncan •
Opinions expressed by Entrepreneur contributors are their own.
Back in 2012 SwayChic.com, the e-commerce site for Northern California-based casual-apparel chain Sway, was struggling to get the customers in its database to buy more. No matter what it tried, its e-mail marketing efforts fell flat, averaging a dismal 11 percent open rate and 0.9 percent click-through rate--numbers that were well behind the retail industry averages of 31 percent and 3.4 percent, respectively, according to e-mail marketing provider MailChimp.
"It was really trial and error," says Cheyanne Sequoyia-Mackay, SwayChic's project and marketing manager. "We were looking for a smarter way to send e-mails without having to put so much research into it."
Continue reading this article — and all of our other premium content with Entrepreneur+
For just $5, get access to a ton of exclusive content and resources that will help grow your entrepreneurial mindset. You’ll find:
- Exclusive content from our network of today’s leading CEOs and business strategists
- Receive our flagship Entrepreneur Magazine - free!
- No more ads, and get access to the Entrepreneur+ homepage
- Free E-books written by our staff and other industry thought leaders
