Response Modeling

Author:

David Baker

Source:

Marketers for years have tried variances of mapping response to timing and trigger messaging. It absolutely makes sense in some cases. Yet if it’s so successful, why isn’t response modeling and behavioral targeting through email more pervasive in the space?

I believe that if the industry operated on a pay-per-performance model we’d see this type of practice as a standard. For many, it’s hard to stray from the “grow your list” and “send to it as many as you can“ mindset. When you hear stories about JC Penney’s CEO opting into his own company’s list and getting over 300 emails the first month, you wonder how many other brands have this fragmented, high-cadence communication regimen. I know by simple trends in our business that this is happening across the board.

The volume of email sent in our space continues to double every two to three years, and yet we’ve seen a decline in response since 2009. There will definitely be much more emphasis on real-time triggers and decisioning. Here are a few that are top-of-mind: ...