01 · Automation
Automation and personalization
Email templates tailored to needs, using product data - communication relevant to every recipient.
Case study · telecommunications / e-commerce
Activating AI in Orange's email marketing - 10× more orders
For Orange Polska, Persooa designed and implemented a series of personalized email campaigns on the Synerise platform - based on a 360° customer view, AI recommendations and Next Best Action, tailored to the customer lifecycle and purchase history.
10×increase in orders from the email channel
3×increase in campaign conversion
~3 minlonger time on site after clicking (per session)
lowerbounce rate
Client
Orange Polska
Area
Personalization & Marketing Automation (email)
Segment
B2C · telecommunications, e-commerce
Technology
Synerise (since 2018) + Persooa
Starting point
Mass communication without full AI potential
General offer communication reached millions of customers without fully leveraging AI and automation - without matching the customer lifecycle and intent.
General offer communication to millions of customers
Untapped potential of AI and automation in emails
No alignment with lifecycle and purchase history
Uniform messaging instead of Next Best Action
Limited personalization of content and recommendations
Lower conversion and engagement in campaigns
Persooa's solution
Personalized email powered by data and AI
We built an email strategy based on personalization, automation and AI recommendations - with a full customer view and Next Best Action decisioning.
02 · AI Recommendations
AI recommendations in context
AI algorithms analyzing behavior and preferences - the right product at the moment of interest (e.g. phone upgrade).
03 · 360° Profile
360° customer view
CRM and behavioral data combined into one real-time profile - the foundation for relevant offers.
04 · NBA
Next Best Action
Communication matched to lifecycle, purchase history and offer segmentation - the right action at the right time.
Phased rollout
From data to a series of email scenarios
1
Strategy and data
Phase I
- Synerise ecosystem (since 2018) and data analysis
- 360° customer view (CRM + behavior)
- Definition of scenarios and NBA
- Offer and lifecycle segmentation
2
Conversion scenarios
Phase II
- Abandoned cart (code + recommendations)
- Browse abandonment (product feed)
- Price drop email
- Bestsellers email and intro/welcome
3
Retention and scaling
Phase III
- Contract end - renewal offer
- Upselling of value-added services (VAS)
- New arrivals and brand-dedicated emails
- KPI optimization (conversion, churn, AOV)
Tactics implemented
A series of scenarios for the entire customer lifecycle
A set of dynamic, personalized emails that together boosted conversion, sales and engagement.
Conversion · cart
Abandoned cart
After abandoning the cart, the customer receives an email with a discount code and product recommendations.
code discount + recommendations
Reactivation · browse
Browse abandonment
An undecided customer receives an email with a dedicated recommendation from the product feed.
1:1 dedicated offer
Conversion · price drop
Price drop email
Personalized price drop based on behavior - higher open and click rates than standard campaigns.
OR/CTR higher vs. standard
Sales · bestsellers
Bestsellers email
TOP products selected by AI to match interests - higher open rates and sales effectiveness.
TOP 3 AI selection
Retention · contract
Contract end
Personalized renewal offer with a discount code and calculated savings for the customer.
retention renewals
Upsell · VAS
Upselling of value-added services
Dynamic email with services (protection, location) and accessories following Next Best Action logic.
VAS upsell
Engagement · new arrivals
New arrivals and brand emails
Dynamic components with the latest products and brand offers, matched to customer preferences.
dynamic auto-update
Results
Over 10× more orders from email
10×
increase in orders from the email channel and 3× higher conversion from campaigns - with a lower bounce rate and longer time on site.
Effects of email personalization
Increase in orders from email10×
Increase in campaign conversion3×
Longer time on site (post-CTR)~3 min
Lower bounce ratedecrease
Automation and personalization
Email templates tailored to needs, with product data.
AI recommendations
The right product at the moment of customer interest.
360° customer view
CRM and behavioral data in real time.
Next Best Action
The right action at the right time in the lifecycle.
Conversion scenarios
Abandoned cart, price drop, bestsellers, browsing.
Retention and upselling
Contract renewals, upselling of services and accessories.
We activate AI in e-commerce and turn data into personalized communication, higher conversion and measurable revenue growth - in a Human + AI model.
- Persooa · Revenue Growth Agent
Frequently asked questions
FAQ - AI personalization in email marketing
What results did AI activation bring to Orange's email marketing?
Personalized email campaigns brought a more than 10-fold increase in orders from the email channel and a more than 3-fold increase in campaign conversion, with a lower bounce rate and longer time spent on site (about 3 minutes per session after clicking).
What was the email communication strategy?
The pillars were personalization, automation and AI recommendations. Campaigns were matched to the customer lifecycle, purchase history, on-site behavior and offer segmentation, including Next Best Action - delivering the right offer at the moment of interest.
What email scenarios were implemented?
Among others: abandoned cart (discount code + recommendations), browse abandonment, price drop email, bestsellers email, intro/welcome, contract-end offer, upselling of value-added services (VAS), and new-arrival and brand-dedicated emails.
What technology was used?
The Synerise ecosystem (Orange has used it since 2018) combined with Persooa's framework and components - using CRM data and real-time behavioral data, which shortened campaign deployment time.
What does Persooa do?
Persooa implements and activates AI in e-commerce - mainly on the Synerise platform - with a focus on a fast start and the first measurable results within 90 days. We combine strategy, data and execution in a Human + AI model: personalization, marketing automation, recommendations and AI agents that translate into revenue growth.
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