E-commerce & Digital
Send-time and channel optimisation
Predict the best channel and time to contact each customer, and suppress contacts unlikely to be opened, improving engagement while reducing total message volume.
10–25%
increase in engagement per message sent
Opportunity assessment
Minor improvement. Small efficiency gain with limited effect on overall turnover or bottom line.
Relatively straightforward. Off-the-shelf tools handle the core task. Implementation is well-understood with good examples to follow.
Light data requirements. Uses straightforward inputs — documents, product descriptions, customer records — that are usually accessible with minimal prep.
Low risk. Limited external exposure. A human reviews output before it reaches anyone outside the team.
Very easy to absorb. Runs quietly in the background or gives people a helpful new input. Makes everyday work easier with almost no friction.
Tooling required
Things to consider
Suppression is usually worth more than timing. Reducing contact to disengaged customers protects deliverability and list health, which affects every future campaign.
Optimising for opens will train the model to send more to people who always open. Optimise on revenue per recipient, not on engagement rate.
Marketing consent and preference rules override any optimisation. The model chooses within what the customer has agreed to, never around it.
Experiment starter: Run optimised send timing and suppression against a holdout on the same campaign. Compare revenue per thousand recipients and unsubscribe rate, and watch deliverability metrics over the following month.
Go deeper in the playbook
Section — Opportunity Identification, including the AI Opportunity Assessment ScorecardSection — The Tooling LandscapeThis is an automation opportunity — see the relevant playbook section for how to approach it.More in E-commerce & Digital
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Generate multiple headline, CTA, and banner copy variants for testing. Covers different value propositions, tones, and lengths with a single brief.
AI Transformation Playbook
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The playbook gives you the full 150-opportunity directory, scoring tools, and 100+ templates for every stage of an AI transformation programme.