公司

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. 

挑战

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 一直在寻找一种解决方案来满足他们的需求；他们希望扩大规模，确信电子邮件能够送达客户收件箱，并衡量打开率等关键指标以监控参与度。

团队需要帮助来应对以下挑战：

• 可靠地发送电子邮件 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. 

• 处理激增的电子邮件： 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.

• 跟踪关键的电子邮件指标： the team needed to measure key metrics such as opens, clicks, and unsubscribes to gain a comprehensive view of customer behavior. 
  
  

解决方案

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. 

确保及时交付和可靠性
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 到 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.

"Bird的 API 和可靠性非常可靠。这使得我们的团队能够专注于构建 Zillow 业务的差异化功能"。

增长高级产品经理 Justin Farris

"Bird 可以随时处理我们激增的电子邮件量，例如当我们需要为时间敏感的周末开放日和购买周期发送信息时。

增长高级产品经理 Justin Farris

通过分析提高电子邮件性能

ǞǞǞ 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. 

ǞǞǞ 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. 

"电子邮件是当下帮助我们用户的最简单快捷的方式。我们的总体使命是为用户提供所需的信息和工具，帮助他们更明智地购房。

塔拉-克拉克，电子邮件总监

提高电子邮件的送达率
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. 

结果

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. 

增长高级产品经理 Justin Farris, 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.

"这是一项合作安排，我们共同构建解决方案--Bird 提供技术基础设施，Zillow 在此基础上实现价值"。