The Predictive Model
RedEye implemented their unique Unsubscribe Predictive Model to John Greed’s business-as-usual email campaigns. The model predicts the likelihood that a customer will unsubscribe, using a number of key factors, including behaviour.
To fully showcase the success of the model, RedEye split John Greed’s contactable data 50/50. One segment received emails at the usual frequency with the usual content, while the other half had the unique model applied and received a bespoke journey designed specifically to prevent unsubscribes.
The beauty of the model meant that John Greed was able to automatically exclude recipients from certain emails where the model had indicated a high propensity to unsubscribe and create specific communication strategies aimed at retaining these customers.