Advances in technology have delivered the future of email marketing early. Consider the distinction between autonomous email and automatic email, you may think this is just semantics. But the distinction is that one of them comes with a huge burden of cost, while the other delivers ROI in lorry loads.

If you could remove just the human element alone from your marketing process then your ROI would go through the roof. No errors, omissions, no time off (weekends, holidays, or even evenings). This article is about introducing autonomous hyper-personalised email marketing into the list of your most prosperous marketing efforts.

Consider all human facilities, how much do your ecommerce staff really cost you?

Humans make mistakes, they create errors and omissions as well as those life necessities, like needing to stay alive. Needing to be fed and watered, comforted, cajoled, trained, catered for – equipment etc. Then there’s perpetual motion – the ability to work unsupervised, without the encumbrances, of needing evenings and weekends off, holidays, sick leave, maternity leave, compassionate leave. Let alone tea breaks, pee breaks and fag breaks – the list is seemingly endless.

Automatic email marketing: can claim some right to be here because if just one [element] such as from your database which, by definition, then makes it automatic:
Hi [Bob], got another email today, from someone you don’t know, and they don’t know you?
But while getting your name right is personal, aren’t we discussing something far more profound?

Autonomous email marketing: not only gets all the personal details right, but it uses machine learning and artificial intelligence to learn what each consumer wants to buy next, and presents it to them, without needing anyone else to be involved. The distinction – autonomous, has complete and total control, with zero human input needed whatsoever, at any point in time.

An automatic car still requires you to climb in, start the engine, check your mirrors, engage drive, and steer. The autonomous car doesn’t even need a driver, and neither does autonomous email.

Conquering Complexity

You might think that the autonomous solution remains a far-flung vision of the future. But it’s actually now here. Today, autonomous systems in the workplace cover a broad spectrum of applications from remote operation of equipment to predicting imminent consumer purchases.

Autonomous AI hyper-personalised email marketing uses all the data on your ecommerce site to not only identify the consumer but also identify their imminent wants, needs and desires, from the products you offer, ranked and presented precisely timed to align with that consumer’s buying habits, is called hyper personalisation software.

Deep dive: Propensity response models in predictive analytics.

PPS identifies imminent purchases based on previous buying history and perpetual impressions and is verified by McKinsey, Forrester, Bain and Statista all renowned research firms, to deliver a 20-fold increase in ROI greater than traditional email marketing and omnichannel marketing combined.

Regardless of the vertical of ecommerce, your concern is focused on, you already know marketing and promotions are cut-throat. Therefore not only is it essential to have software that competes at the highest level against enormous competition, but most significantly, it needs to be cutting-edge, and perpetually advancing, to stay ahead.

Take hyper-personalisation to your customers 

It’s widely appreciated that hyper-personalising product selection for each consumer encourages an enormous level of additional income. Their loyalty delivers a hike in average basket size (AOV), immediately, which converts as they now stay with you because you’re showing them what they want, into customer lifetime value (CLV).

Behind the scenes other benefits appear, and the rate of return (RoR) falls enormously, as it’s what they want this time, not whims and wrong sizes, colours, fabrics etc. A machine learning algorithm doesn’t get the product selection wrong. It’s personal!

PPS uses data captured from each consumer as they visit your site, including what they look at, return to most often, etc. It then aligns this with both that individual’s buying history and their perpetual purchases, to rank every SKU on your site by the greatest likelihood of imminent purchase by each individual, as no two people are ever alike. 

Instead of waiting for consumers to buy specific products, promoting this season’s stock, for example, hyper-personalisation software uses a predictive analytics algorithm to work out which products offer the greatest buying propensity for each consumer. There is no segmenting involved, as big data has made segmenting redundant.

Then, using a machine learning algorithm, it also calculates when that person is most likely to do so. At that precise moment, it sends them their unique email with their tastes, interests, and likes, which delivers you the highest ROI possible. Hyper-personalisation is 100% autonomous software, that requires zero human involvement at any stage.

It is installed as a plugin, (approved by your respective platform) and gathers all the required website data you need, and then applies it in the most immediate and lucrative way possible. It uses the product details, images, language and currency you use.

A free month’s trial is available, so you can begin reaping the rewards a few minutes from now.

SwiftERM is a Microsoft Partner company.