Quote

Personalization is very much an area of focus for us. We're just getting started on this journey...Our aim is to create truly individual, personalized experiences that help every customer find their version of perfect–from new to unique and everything in between.

Summary

eBay is where the world goes to shop, sell, and give. An ecommerce platform which enables $84 billion of gross merchandise volume for 167 million active users around the globe, eBay provides C2C and B2C sales and services via the internet. Alex Weinstein, Director of Marketing Technologies & CRM at eBay, leads the team that has built a powerful in-house email targeting and personalization CRM system on top of SendGrid’s powerful API. Now, instead of hundreds of small, uncoordinated campaigns each month, eBay houses a small set of “flagship” campaigns comprising one or more real-time, personalized offers which has “transformed” email marketing at eBay.

Challenge

Not long ago, eBay sent standard “batch-and-blast” emails with hand-authored targeting criteria for each campaign. While the batch-and-blast approach worked well enough for eBay’s peers in ecommerce, Alex knew that eBay could provide even more value for customers with true 1:1 personalization. Read more about what Alex’s goals eBay’s email program in the full PDF.

Solution

To accomplish this experience, eBay built a powerful in-house email targeting and personalization CRM system on top of SendGrid’s powerful API. This system uses a machine-learning model to target customers and open-time rendering to produce the most relevant and up-to-date content. eBay’s email system uses Sendgrid’s real-time email event web-hooks to fuel its product recommendations.

Results

Now instead of hundreds of small, uncoordinated campaigns each month, eBay houses a small set of “flagship” campaigns comprising one or more real-time, personalized offers selected by a machine-learning model. This program has resulted in significant improvements in both click-through and sales driven by emails. Download the full PDF to see more details about eBay’s results.
Location
San Jose, California
Website
www.ebay.com/
Industry