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PREDICTIVEAUTORESPONDERS
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
WHAT IS ANAUTORESPONDER?
1
AUTORESPONDERIS A COMPUTERPROGRAM THAT
AUTOMATICALLYANSWERS E-MAIL
SENT TO IT. W I K I P E D I A
IN TODAY’S EMAILMARKETING
ENVIRONMENT,AUTORESPONDERS
MAINLY ACT AS‘IF THIS, THEN THAT’
KIND OF TOOLS.
THE BEST THINGABOUT AN
AUTORESPONDER ISITS ABILITY TOADOPT TO ANINDIVIDUAL'S
ACTIONS.
WHENWhich action is going to trigger this
message
1
WHATWhich content shall be included in this
message
2
WHOWho is going to receive this message
3
WHICHWill this be an e-mail, a twitter message,
a push message, a pop-up etc.
4
BUSINESS RULES
A PREDICTIVEAUTORESPONDER FOR
E-COMMERCE IS A SPECIALTYPE OF AN
AUTORESPONDER WHICHNOT ONLY INCLUDES ACONTENT BUT PREDICTSTHE CONTENT WHICH IS
MORE LIKELY TO CONVERT.
POINTS ADDRESSEDRECEIVER
Name, e-mail address, phone numberetc.
PURCHASEINTENTION
The exact category, color, specs, pricerange that the user is looking for
TASTE PROFILEThe products viewed, the purchases
made, the items favorited etc.
PREVIOUSINTERACTION
Call center conversations, supportrequests, returned items etc.
CLVIs this a repeat purchaser; what is thecustomer lifetime value, has the userresponded to similar messages before
THE ALGORITHMEMPOWERING A
PREDICTIVEAUTORESPONDER
PROCESSES A SET OFHISTORICAL +
REAL-TIME USERDATA AND APPLIESBUSINESS RULES TO
PRODUCE A MESSAGE THATIS LIKELY TO CONVERT.
6X HIGHERTRANSACTION
RATES
AUTOMATION
PERSONALIZATION
BENEFITS
HOW TO SELECT YOUR
VENDOR?
PREDICTIVECOMPETENCIES
Developing a predictive technology ishard and takes years. While talking to avendor, make sure that the companyhas a proven track record of success.
1
EASY-TO-USEINTERFACE
For setting business rules, you will need acustomer interface. You'll need to play withsome features, daily. Look for vendors that
are able to provide sleek interfaces.
2
REPORTINGCAPABILITIES:
In terms of making optimization, youneed to keep track of the performanceof your predictive autoresponders.
The vendor has to be able to report theperformance in an accurate and
transparent way.
3
EASYIMPLEMENTATION:The implementation needs to beeffortless for your IT guys. Look for
vendors that have a sound integrationpractice and a state-of-the-art
platform.
4
THANKS FORYOUR TIME!
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
VISIT PERZONALIZATION.COM/BLOG@PERZONALIZATION