Re-Engaging the Dormant: A Data-Driven Framework for Cold Start Email Campaigns in Large-Scale Platforms

Bulk email campaign starts at a ‘cold’, as marketing teams on large scale platforms face with very great difficulties. What these campaigns do is targeting those dormant users who have become inactive or disengaged from a service or a product. The main goal of this paper is to develop a data driven framework that manages cold start email campaigns by analyzing user behavior, segmentation of audiences and utilization of predictive analytics to optimize engagement and conversion. Therefore, based on the historical data, machine learning models and A/B testing, the proposed framework personalize the content of the email, the time and frequency to re-engage the dormant users