Empresa

Zillow Group is a leading online real-estate marketplace that provides customers with an on-demand experience for selling, buying, renting, and financing homes. Operating as a popular website and mobile app, Zillow has become a trusted resource for millions of users across the United States, with over 110 million US homes in its database. 

Desafío

As the largest and most trusted marketplace for real estate information and services, Zillow knows home ownership is a multifaceted and long-term process. While the company’s most active users are those searching for a new home, they find a lot of its success comes from nurturing long-term relationships to meet the needs of its users wherever they are in the buying cycle. 

Zillow buscaba una solución que cubriera sus necesidades: querían ampliar la escala, tener la seguridad de que los mensajes de correo electrónico llegaban a las bandejas de entrada de los clientes y medir métricas clave como las tasas de apertura para supervisar la participación.

El equipo necesitaba ayuda para afrontar los siguientes retos:

• Entrega fiable de correos electrónicos: Given how important email is to Zillow’s business, it was essential that time-sensitive messages are delivered to users’ inboxes when they matter. If these messages are delayed, they miss a key window of opportunity. 

• Gestión de las oleadas de correo electrónico: Zillow required a solution capable of handling sudden surges in their email volume anytime a burst occurs, particularly during time-sensitive events like weekend open houses and busy buying cycles.

• Seguimiento de las métricas clave del correo electrónico: the team needed to measure key metrics such as opens, clicks, and unsubscribes to gain a comprehensive view of customer behavior. 
  
  

Solución

In 2015, Zillow migrated to Bird and leveraged its Deliverability and Analytics solutions. Over time, Zillow has customized its use of the platform to improve email deliverability, monitor customer behavior, and scale out. They now send, on average, 200 million emails per month. 

Entrega puntual y fiabilidad
It was crucial to Zillow that time-sensitive messages were delivered to users’ inboxes right when they mattered. For example, if a realtor was hosting an open house on a weekend, their users must receive emails about the event with enough time to attend. If those messages are delayed, even by a few hours, they quickly become useless a la recipients and the sender. Zillow chose Bird for its robust API and reliability, ensuring that time-critical messages, such as notifications for weekend open houses, reached users in a timely manner.

"La API y la fiabilidad deBirdhan sido sólidas. Eso ha permitido a nuestro equipo centrarse en crear las funciones que diferencian el negocio de Zillow."

Justin Farris, Director de Producto para el Crecimiento

"Bird puede gestionar los aumentos repentinos de nuestro volumen de correo electrónico en cualquier momento, como cuando necesitamos enviar mensajes para el fin de semana de puertas abiertas y el ciclo de compra".

Justin Farris, Director de Producto para el Crecimiento

Mejorar el rendimiento del correo electrónico con análisis

En Zillow team was leveraging email to deliver important notifications for their users—for example, new activity listings or activity on flagged homes. By leveraging Bird’s Signals, they are able to analyze user patterns, such as indications that someone has purchased a house or stopped looking for one. Doing so helps email deliverability metrics by reducing unread rates, deletes, and the number of messages reported as spam because Zillow can remove unengaged users from that segment. 

En team can also identify opportunities for re-engagement, such as when someone rents a home, and the lease expiration date approaches, strengthening the brand relationship. 

"El correo electrónico es la forma más fácil y rápida de ayudar a nuestros usuarios en el momento. Forma parte de nuestra misión general de facilitar a los usuarios la información y las herramientas que necesitan para ser más inteligentes a la hora de comprar una vivienda."

Tara Clark, Directora de Correo Electrónico

Mejora de la entregabilidad del correo electrónico
With the adoption of Bird, Zillow has a centralized platform that empowers anyone to track email deliverability and analytics effectively. This enhanced capability allows them to easily measure vital email metrics such as open rates, click rates, unsubscribes, spam flags, and more. This has helped them shape customer conversations more effectively. As a result, they increased email open rates by 161% within the first month of using Bird. 

“We connect email with downstream funnel metrics, which lets us get the whole picture,” says Tara Clark, Director of email. Tara notes that the company segments its audience based on actions and personas, including buyer, renter, and seller. 

Resultados

Bird has provided Zillow with a reliable, high-performance infrastructure for delivering emails to users' inboxes. The team can now track essential email metrics, including open rates, click rates, unsubscribed, and more. By leveraging Bird’s Signals, Zillow can analyze how their email campaigns are performing and make smarter decisions. 

Zillow experienced a 161% increase in open rates within the first month of using Bird’s email solutions. This improvement helped them scale up their email sending, especially during busy times, knowing that Bird can handle the increased volume. 

Justin Farris, Director de Producto para el Crecimiento, highlighted the solid API and reliability of Bird, which allowed their team to concentrate on developing unique features that set Zillow apart in the real estate industry. Bird proved capable of managing surges in email volume, particularly during critical events like weekend open houses and buying cycles.

"Ha sido un acuerdo de colaboración en el que construimos juntos una solución:Bird proporciona la infraestructura técnica sobre la que Zillow pone capas de valor".