When we talk about a Model , we refer to a behaviour pattern that we detect in the users who are part of our database and from which we can predict a future action. With models, or simply by reacting to behaviours, we can better adjust the moment in which we are interested in contacting the user, thus increasing the chances that they will open our email. The Profile , on the freight forwarders brokers email lists other hand, is the static image of what the different groups in our database are like, sociodemographically. Through profiles, we adjust the content or message of the email to the tastes and interests of the user. If we combine both dimensions, we will have as a result an email with a relevant message for the user, which will be sent at the most opportune moment. Only in this way can we increase openings, conversions and influence an increase in Lifetime Value .
Now we will see an example to better understand both concepts. Let's suppose that we are an e-commerce for fashion clothing and we decide to implement a conversion to sale programme on users who have registered on our page. In this case, the Model will be universal in terms of " who" we will address. For example, we have found that 15% of users who make their first purchase on e-commerce have in common that in the 7 days after registration they have opened and clicked on the welcome email, they have visited our page more than 3 times and the average time per session has been more than 3 minutes. The model will be applied to all those users whose behavior is the same as the model created. In this way, the model predicts “who ” we have to address in order to increase the probability of conversion. However, “what” we communicate, that is, the content, will be defined by the sociodemographic information (sex of the user, age, etc.) of the subscribers.
As we mentioned, it is essential to combine these two approaches if we want to obtain good results. It often happens that we use only demographic information to define “who” we are addressing. We are not saying that this should not be done, but rather that deepening the analysis of user behavior and using this information to increase the relevance of communications will result in better results.
