Sainsbury’s Bank is using a behavioural email service in order to target its customer base better.

The service from RedEye uses event-triggered emails which are based on the behavioural patterns of users from consumer lists.

Email marketing and web analytics create a marketing tact which reminds customers about Sainsbury’s Bank offers or quotes they may have brought up.

“Industry research has revealed that up to 75 percent of shoppers abandon their online shopping baskets before completing the checkout process, a problem we have successfully overcome with RedEye through relevant, timely emails triggered by behavioural analysis,” said Stephen Paton, Sainsbury’s Bank e-Commerce relationship manager.

The firm has been buoyed by such results as 750 per cent ROI from its pet insurance campaigns since utilising the marketing technique.

The behavioural email service also saw a 70 per cent open rate, with a general conversion rate of 12.8 per cent.

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Related Topics: General Marketing