Overview

Marketers know that discounts are powerful, but not every customer needs a discount to take action. In fact, some customers will buy at full price, while others only respond when there's a deal on the table. The Price Sensitivity model predicts how likely a contact is to respond to promotional emails that include price-based offers and whether they're more or less influenced by discounts.

Price Sensitivity is available as an attribute in the Audience Builder and Contact Profile.

Contact your CSM to enable the Price Sensitivity model in your account.

Use cases

• Use Price Sensitivity to increase ROI by targeting promotions to customers who are more likely to respond to them.
• Protect your margins by suppressing unnecessary discounts for customers who will likely convert without one.
• Personalize your messaging based on what motivates different segments of your audience.

Prerequisites

• Email message, click, browse, and order data attributed to the email channel
• Subject line data for each message
• Contacts must have received at least one promotional email in the past 90 days

How Price Sensitivity is predicted

Cordial Edge factors in a customer's click, browse and order history to predict Price Sensitivity. This data is refreshed on a daily basis via a Data Job.

Available values

Cordial Edge places contacts into the following categories:

• High
• Medium
• Low

Build an audience with Price Sensitivity

1. Navigate to Contacts > Audiences and select New or edit an existing audience. 

2. Under rules, type in Cordial AI or locate it under Attributes.

3. Click on Cordial AI Price Sensitivity or drag it into the Include Contacts section. 

4. Enter the desired value—high, medium, or low—to load applicable contacts.

5. Click the Actions button and select Save. 

View a contact's Price Sensitivity

1. To view Price Sensitivity for an individual contact, navigate to Contacts > Contact Profile and select the contact. 

2. Click the Attributes tab and locate the Cordial AI Price Sensitivity attribute.