The key issue preventing email optimisation is that key datasets all sit in separate systems: email engagement data sits in the back-end systems of the email service provider (ESP); browsing data sits in the back-end systems of the web analytics company; and all other customer information including purchase information sits in a client’s own internal databases.

So the first job is to bring this together.  The team at 2+2 have experience of doing this for some of the UK’s largest online retailers.  With all data in one place we have the equivalent of an offline database in an online world and we are then able to mine the information to see who is actually engaged with your emails, how valuable they are and how we can use browsing data to improve relevancy.

We can also begin to develop extremely powerful segmentations based on a variety of measures.  And any new segmentations created can easily be fed back to your ESP for you to select on when creating new email activity.