CASE STUDY – SALSA JEANS
Send Optimization: How Artificial Intelligence Increased Salsa Jeans’ Average Ticket by 73%
The jeanswear brand used E-goi’s technology to automate the sending of communications at each customer’s peak engagement days and times, personalizing the experience and boosting open rates, clicks, and sales.
About the company
Salsa Jeans is a Portuguese jeanswear brand founded in 1994. Present in over 40 countries, its mission is to create the best jeans for all people and body types, combining years of expertise with innovative materials and techniques. Every detail is carefully considered—from fabrics and design to washing—while maintaining a growing commitment to responsible production and distribution. A pioneer in technical fits, Salsa Jeans draws inspiration from the needs of both men and women, so everyone can feel confident in the perfect pair of jeans.
The challenge
A client of E-goi since 2015, Salsa Jeans uses various platform features, especially email marketing. By leveraging this channel to keep customers informed about new collections and promotions, the company achieved high campaign performance, with an average open rate of 50%.
However, customer engagement with communications began to decline, affecting open and click rates. This scenario created the need for a personalized approach that considered each customer’s individual behavior to optimize campaign results.
The solution
Since Salsa Jeans was already producing content relevant to its audience, E-goi suggested implementing Send Optimization to boost campaign performance. This solution combines Marketing Automation and Artificial Intelligence to identify the best day and time for each subscriber to interact with an email campaign, based on their past behavior. Communications are sent automatically in personalized time slots, without increasing the workload for Salsa Jeans’ marketing team.
The solution was first tested experimentally over two months, delivering results such as:
Increased average sales ticket
Minimum campaign open rate achieved
Higher email click-through rates
Increased average revenue per product
Automation & AI
Send Optimization
The AI in Send Optimization analyzes each subscriber’s interaction history with previous campaigns, assessing at least six months of opens and clicks. It then determines the best day and time to send communications to each subscriber over the next seven days.
For Salsa Jeans, one year of customer interaction data was analyzed to identify the optimal opportunities. During the test period, campaign sends began at midnight on Monday and ended at 11:59 pm on Sunday. Every hour, the AI created segments to automatically send campaigns to customers who typically opened and clicked emails at that time.
The subscriber base was divided into two groups: one group received campaigns at times selected by the Salsa Jeans team, while the other received campaigns through Send Optimization.
To guarantee the same experience – all other campaign elements—copy, images, buttons, subject, and snippet—remained identical; only the send dates and times varied within the seven-day window.
As a result, with Artificial Intelligence, the campaign achieved:
30% of customers impacted via Send Optimization opened the communication at the recommended time
75% opened it on the recommended day
The experience ensured a minimum open rate of 56% for the emails and surpassed by 9% the click-through rates achieved by campaigns without Artificial Intelligence. For this reason, in the two-month implementation period, the solution increased Salsa Jeans’ average sales ticket by 73.17%
With each campaign sent, the technology stored individual subscriber behavior in the model itself, reinforced learning, and improved recommendations for future campaigns to further boost efficiency.
Scientific Research
E-goi Research Center
The Send Optimization project was developed and executed at Salsa Jeans by E-goi’s Research & Development Center. In 2022, the company published nine scientific articles in the fields of Machine Learning, Artificial Intelligence, and marketing, and is certified in Research, Development, and Innovation by NP 4457:2021, regarding innovative AI solutions for Omnichannel Marketing Automation. E-goi also holds R&D suitability recognition from the National Innovation Agency.
The Send Optimization model is part of a series of algorithms designed by E-goi’s R&D Center to be constantly trained and adapted to any business model, with the goal of maximizing conversion rates.
All techniques implemented in the Salsa Jeans experience were previously simulated with scientific backing.
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“The Send Optimization solution test helped us prove that personalizing the timing of sends can be a major lever for communication channel performance. The project was also facilitated by the flexibility of the E-goi team, who tailored the test to Salsa Jeans’ specific needs and context.”
Daniela Faria – Marketing Salsa
Results Achieved
- Average ticket increased by 73%
- Guaranteed minimum open rate of 56%
- 9% increase in campaign click-through rates
- Improved efficiency without increasing the Salsa Jeans team’s workload
- Real-time learning and recommendation updates
- Scientifically validated model
