Multi-Product Personalization for the Pharmaceutical Sector
How a pharmaceutical company optimized multi-product promotional campaigns with Email Genius
Industry:
Pharmaceutical Industry
Target:
Customers interested in specific products
Objective:
Promoting 5 different products in a single campaign
The Challenge
A leading pharmaceutical company needed to simultaneously promote five different products in a single campaign, targeting customers with specific interests and needs.
Effectively promoting pharmaceutical products requires careful personalization of messages based on customers’ health requirements, and the team faced the complexity of creating relevant content for each market segment.
Marketing Team Challenges:
- Need to create five distinct and specific audience segments
- Development of five unique email campaigns for each promoted product
- Customization of content to maximize relevance for each recipient
- Management of the significant workload involved in creating multiple pieces of content
- Optimization of performance without compromising personalization
Promote a Product/Brand/Category
The Email Genius technology has transformed a complex and time-consuming task into an automated and efficient process, ensuring that each customer receives highly relevant and personalized content.
AI-driven Segmentation
Advanced algorithms analyze customer behavior to automatically and accurately segment the audience
Personalized Recommendations
Automatic identification of the most relevant product for each customer based on their preferences and purchase history
Dynamic Email Content
Generation of personalized content that ensures each recipient sees the most pertinent offer for their needs
The Solution
Email Genius implemented the “Promote a Product/Brand/Category” feature, which allowed the company to fully automate the segmentation and personalization process, eliminating the need to manually create separate campaigns for each product.
This innovative technology utilized artificial intelligence to analyze the behavior and preferences of each customer, automatically identifying the most relevant product for each recipient and generating personalized email content based on this information.
Extraordinary Results
The implementation of the “Recommend Favorite Products” feature has resulted in an exceptional improvement in email performance
+32%
Open Rate
Increase in the email open rate due to the greater relevance of content for each recipient
+60%
Click Rate
Significant increase in interactions with email content, thanks to the high relevance of recommended products
+64%
Customer Loyalty
Notable improvement in loyalty, with an increase in repeat interactions and recurring purchases
+30%
Revenue Increase
Increase in direct sales generated from email campaigns, with greater conversion across all five products
-20%
Unsubscribe Rate
Significant reduction in unsubscribes due to the increased relevance of content and the absence of perceived spam
Campaign Performance
5.000.000
Emails sent during the campaign
12 months
Campaign analysis period
Key Insight
By automating segmentation and personalizing email content, Email Genius has helped the pharmaceutical company maximize engagement and significantly reduce the workload of the marketing team, leading to increased loyalty, higher revenue, and improved customer retention.
The dynamic, data-driven approach enabled the company to overcome the traditional challenge of multi-product promotion, eliminating the need to manually create separate content for each segment while ensuring that each customer received highly relevant and personalized communications.
Time Savings
Elimination of the manual work involved in segmentation and the creation of multiple campaigns
Increased Relevance
Customized content that addresses the specific needs of each customer
Operational Efficiency
Optimization of processes with fewer resources spent and greater results achieved
Enhanced Retention
Increased loyalty thanks to more relevant and less intrusive communications
This approach marked a paradigm shift in the company’s marketing strategy, moving from a model based on creating standardized content for broad segments to advanced personalization at the individual level, while ensuring scalability and operational efficiency.
Customize Your Emails for Every Customer
Discover how Email Genius can transform your email campaigns with Always-on personalized product recommendations, increasing engagement, conversions, and customer loyalty.