Advances in technology have delivered the future of email marketing early. Consider the distinction between the 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 by the bucket load.
If you could remove just the human element alone from your marketing process then your ROI would go through the roof. This article is about introducing autonomous 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 actually discussing something far more profound?
Autonomous email marketing: not only gets all the personal details right, but it uses machine leaning and artificial intelligence to learn what each individual 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.
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 email marketing, uses all the data on your ecommerce site to not only identify the consumer, but 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 predictive personalisation software (PPS).
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 renown 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 personalisation to your customers
It’s widely appreciated that personalising product selection for each consumer encourages an enormous level of additional income. Their loyalty delivers a hike in 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, 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 individual 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, PPS it uses a predictive analytics algorithm to work out what which products offer the greatest buying propensity for each individual consumer. There is no segmenting involved, besidesesonalization 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 own unique email with their tastes, interests, likes , which delivers you the highest ROI possible. PPS is 100% autonomous software, that requires zero human input.
PPS 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 of PPS is available, so you can begin reaping the rewards a few minutes from now.
SwiftERM is a Microsoft Partner company.