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Email Marketing Hacks: Predictive Autoresponders 101

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In today's email marketing environment, autoresponders mainly act as 'if this, then that' kind of tools. Whenever a user triggers an action, an autoresponder responds to this action. An E-Commerce executive is able to define a set of rules for each and every autoresponder to be sent out.

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Email Marketing Hacks: Predictive Autoresponders 101

  1. 1. 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
  2. 2. WHATISAN AUTORESPONDER? 1
  3. 3. AUTORESPONDER ISACOMPUTER PROGRAMTHAT AUTOMATICALLY ANSWERSE-MAIL SENTTOIT. W I K I P E D I A
  4. 4. INTODAY’SEMAIL MARKETING ENVIRONMENT, AUTORESPONDERS MAINLYACTAS ‘IFTHIS,THENTHAT’ KINDOFTOOLS.
  5. 5. THEBESTTHING ABOUTAN AUTORESPONDERIS ITSABILITYTO ADOPTTOAN INDIVIDUAL'S ACTIONS.
  6. 6. 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
  7. 7. APREDICTIVE AUTORESPONDERFOR E-COMMERCEISASPECIAL TYPEOFAN AUTORESPONDERWHICH NOTONLYINCLUDESA CONTENTBUTPREDICTS THECONTENTWHICHIS MORELIKELYTOCONVERT.
  8. 8. 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
  9. 9. THEALGORITHM EMPOWERINGA PREDICTIVE AUTORESPONDER PROCESSESASETOF HISTORICAL+ REAL-TIMEUSER DATAANDAPPLIES BUSINESSRULESTO PRODUCEAMESSAGETHAT ISLIKELYTOCONVERT.
  10. 10. 6XHIGHER TRANSACTION RATES AUTOMATION PERSONALIZATION BENEFITS
  11. 11. HOWTO SELECTYOUR VENDOR?
  12. 12. 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
  13. 13. 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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