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PREDICTIVE
AUTORESPONDERS
T H E B R I G H T F U T U R E O F E C O M M E R C E E M A I L M A R K E T I N G
101
WHATISAN
AUTORESPONDER?
1
AUTORESPONDER
ISACOMPUTER
PROGRAMTHAT
AUTOMATICALLY
ANSWERSE-MAIL
SENTTOIT.
W I K I P E D I A
INTODAY’SEMAIL
MARKETING
ENVIRONMENT,
AUTORESPONDERS
MAINLYACTAS
‘IFTHIS,THENTHAT’
KINDOFTOOLS.
THEBESTTHING
ABOUTAN
AUTORESPONDERIS
ITSABILITYTO
ADOPTTOAN
INDIVIDUAL'S
ACTIONS.
WHEN
Which action is going to trigger this
message
1
WHAT
Which content shall be included in this
message
2
WHO
Who is going to receive this message
3
WHICH
Will this be an e-mail, a twitter message,
a push message, a pop-up etc.
4
BUSINESSRULES
APREDICTIVE
AUTORESPONDERFOR
E-COMMERCEISASPECIAL
TYPEOFAN
AUTORESPONDERWHICH
NOTONLYINCLUDESA
CONTENTBUTPREDICTS
THECONTENTWHICHIS
MORELIKELYTOCONVERT.
POINTSADDRESSED
RECEIVER
Name, e-mail address, phone number
etc.
PURCHASE
INTENTION
The exact category, color, specs, price
range that the user is looking for
TASTEPROFILE
The products viewed, the purchases
made, the items favorited etc.
PREVIOUS
INTERACTION
Call center conversations, support
requests, returned items etc.
CLV
Is this a repeat purchaser; what is the
customer lifetime value, has the user
responded to similar messages before
THEALGORITHM
EMPOWERINGA
PREDICTIVE
AUTORESPONDER
PROCESSESASETOF
HISTORICAL+
REAL-TIMEUSER
DATAANDAPPLIES
BUSINESSRULESTO
PRODUCEAMESSAGETHAT
ISLIKELYTOCONVERT.
6XHIGHER
TRANSACTION
RATES
AUTOMATION
PERSONALIZATION
BENEFITS
HOWTO
SELECTYOUR
VENDOR?
PREDICTIVE
COMPETENCIES
Developing a predictive technology is
hard and takes years. While talking to a
vendor, make sure that the company
has a proven track record of success.
1
EASY-TO-USE
INTERFACE
For setting business rules, you will need a
customer interface. You'll need to play with
some features, daily. Look for vendors that
are able to provide sleek interfaces.
2
REPORTING
CAPABILITIES:
In terms of making optimization, you
need to keep track of the performance
of your predictive autoresponders.
The vendor has to be able to report the
performance in an accurate and
transparent way.
3
EASY
IMPLEMENTATION:
The implementation needs to be
effortless for your IT guys. Look for
vendors that have a sound integration
practice and a state-of-the-art
platform.
4
THANKSFOR
YOURTIME!
T H E B R I G H T F U T U R E O F E C O M M E R C E E M A I L M A R K E T I N G
PERZONALIZATION.COM/RESOURCES
Looking for interesting content
on personalization and e-commerce?
@PERZONALIZATION

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