healthcare apparel FIGS

How to Capture the Modern Customer Using Data and Personalization

As an ecommerce marketer, you not only want to acquire new customers. You want to learn about them and engage them based on this knowledge. You want to delight them with entertaining and helpful brand and product content, provide personalized product recommendations when they are ready to buy, and send incentives when they are likely to churn. In other words, you want to properly engage, in a highly personalized way, with the modern customer. 

You may or may not be aware of how much valuable customer data is at your fingertips, but it’s a marketing gold mine. All of this data is the fuel that AI-driven marketing automation solutions run on, and it supports highly personalized email marketing programs. According to Hubspot, message personalization is the number one tactic used by email marketers to improve performance. 

We wanted to dive into this topic, so we reached out to longtime ReSci customer FIGS, a healthcare apparel brand that provides comfortable designer scrubs. We discussed capturing the modern customer by:

  • Using customer data to create highly personalized emails that speak to your customers, down to the individual level
  • Developing a data-oriented segmentation strategy that identifies high-converting customers
  • Nurturing customers properly so they stay engaged with your brand, reducing churn

Here’s the replay that includes an insightful Q&A session with our speakers. Don’t forget to subscribe to our newsletter to get notifications for future webinars, events, and content on marketing strategies that are backed by data science!



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