Case Study: Feelunique achieves 95% uplift in revenue per email with Ometria's predictive segmentation

Feelunique increases revenue per email by 95% in predictive segmentation pilot

Feelunique, Europe’s largest online beauty retailer with 30,000 products from over 500 brands, needed to ensure newsletter content matched each shopper’s tastes. While rule-based segmentation based on past purchases improved engagement, the marketing team wanted a more sophisticated approach that captured browsing behavior, product relationships and changing buying cycles to target customers more accurately.

Using Ometria’s AI-driven Predictive Segmentation, Feelunique sent brand-themed, personalized newsletters generated by machine-learning audiences that factor in purchase and browsing behavior, similarities between people and products, temporal buying patterns and reinforcement learning. The AI-segmented campaign delivered a 95% uplift in revenue per email, a 33% increase in click-to-open rate and a 12% increase in average order value.

Feelunique

Nicola Young

Head of CRM