The Knot Worldwide - Data Segmentation and Personalization
In close partnership with Wedding Wire, now known as The Knot Worldwide, I tackled the challenge of their one-size-fits-all vendor outreach timeline by developing a personalized and efficient solution.
Project Overview
Upon signing up and entering their wedding date, Wedding Wire, a popular wedding planning website, implemented a timeline to guide users in reaching out to various vendors. However, this one-size-fits-all approach presented a challenge, as each couple had unique preferences and priorities.
Challenge
The timeline was based on industry assumptions, assuming every couple would want the same schedule for contacting vendors. However, each couple's preferences varied, and they valued different aspects differently. For example, Wedding Wire might recommend starting the search for a band four months before the wedding date, but some couples might prioritize music and want to begin the search earlier.
Solution
The solution focused on establishing a dream team tailored to each user's preferences. We wanted to allow users to share what was most important to them, such as valuing food over flowers. Based on their priorities, we personalized the order in which they received vendor contacts and reminders.
Results
The strategic implementation of personalized content and timelines led to a significant increase in vendor selection and achieved record-low unsubscribe rates. This highly successful campaign served as a testament to the power of timely and personalized engagement, catering to the diverse needs and preferences of each Wedding Wire user.