"Using Faraday personas, we saw a 30% lift in conversion with our personalized email campaigns." Katia Unlu, Chief Digital Officer, Boll & Branch.
Katia Unlu gets personalization. After 5 years with ecommerce pioneer Birchbox, she was tapped to lead growth at DTC linens standout Boll & Branch. We asked Unlu to share how her team uses Faraday. Here's her story.
Boll & Branch used Faraday to identify distinct personas in their customer data. When they assigned those personas to customers in their Bigquery data warehouse, they discovered that different personas were over-indexing on different products.
They turned those insights into action by developing personalized email drips and adding those persona predictions to contacts in their ESP, enabling the team to promote relevant products with customized imagery based each contact's predicted persona.
The result: 30% lift in conversion