Technology for a Greener Planet

Revolutionising Client Engagement: Harnessing CRM Data, AI, and Email Marketing for a Greener FutureTechnology for a greener future

In our ongoing commitment to supporting our long-term Clients in their sustainability efforts, we’re excited to introduce a new initiative that harnesses the power of data processing, AI-driven content generation, and our proprietary email platform. Building upon our existing automated life cycle programmes, this innovative approach represents a natural evolution in our service offerings.

Data-Driven Insights:

Every week, we receive batch sales data, which undergoes meticulous processing through our bespoke scripting. This yields valuable insights, including order value, specific products ordered, order and delivery dates, delivery addresses, and order originators. By continuously plotting norms and averages for each individual Customer, we gain the ability to establish rules and automations for deviations beyond agreed-upon thresholds.

Personalised Outreach:

For instance, if a Customer’s buying frequency exceeds their established norm by two weeks, our system triggers a personalised email, inquiring if there’s anything they require. Thanks to the seamless integration of data and AI, the message is tailored to suggest products that are likely to meet their needs. While there are additional triggers in place, confidentiality prevents us from elaborating further.

Encouraging Eco-Friendly Practices:

Identification of Opportunities:

Our carefully designed rules and scripts allow us to pinpoint instances where certain Customers place multiple separate orders destined for the same address. When, in a given month, we observe a recurring situation where orders could have been consolidated (typically three or more instances), we initiate a courteous and informative email to the Client.

Introducing a Proactive Service:

This email highlights the potential for combining deliveries and proposes an opt-in opportunity for a ‘delayed’ delivery service. Clients have the flexibility to choose a delivery schedule that suits their preferences, be it once a week or twice a month.

Opt-In Success:

Participation in this greener delivery cycle is entirely optional, but the results speak for themselves. Our email prompts have achieved an impressive 34% success rate. For those who choose not to opt in, our tracking reveals a noteworthy 27% of Customers improve their order frequency (ie. make less orders) while maintaining order value with historic spend.

A Greener Future for All:

This initiative exemplifies how technology at Edge is driving towards a cleaner, more sustainable future. We are committed to continuing our efforts in support of environmental conservation.

How can data-driven insights be used to improve sustainability efforts?

Data-driven insights can be used to improve sustainability efforts by providing valuable information about customer behaviour, preferences, and patterns. By analysing data on sales, delivery addresses, and order frequency, companies can identify opportunities to reduce waste and encourage eco-friendly practices. For example, Edge uses data-driven insights to pinpoint instances where customers place multiple separate orders destined for the same address. By initiating a courteous and informative email to the client, Edge highlights the potential for combining deliveries and proposes an opt-in opportunity for a ‘delayed’ delivery service. This approach has achieved an impressive 34% success rate and has resulted in a noteworthy 27% reduction in order frequency while maintaining the same overall spend.

Get in Touch:

If you’re interested in learning more about our innovative approach to sustainable Client engagement, please don’t hesitate to reach out. Together, we can create a greener future.

NB: This Client requested not to be named as they currently see this as a competitive advantage but are happy for us to describe the benefits.


Technology, Data & Psychology

Technology, Data & Psychology

Digital Marketing: Where Technology, Data and Psychology Converge In today's fast-paced and highly connected world, traditional marketing tactics are no longer enough to capture the attention of consumers. With the rise of digital platforms and the constant...

read more
Retro Review 2030

Retro Review 2030

Join us on a tongue-in-cheek 'retro' look back at 2030. What a year!! The year is 2030, and the UK marketing and advertising industry is a far cry from what it used to be. Gone are the days of traditional billboards and TV commercials – instead, we find ourselves in a...

read more
Retro Review 2010

Retro Review 2010

Escape the dizzying speed of marketing tech and join us on a reflective journey back in time to explore another pivotal year in the UK Ad and Marketing industry. Our next destination? The iconic year of 2010, a year filled with significant developments and milestones...

read more

Sign up and we’ll keep you posted on our posts!