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?

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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

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WHATWhich content shall be included in this

message

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WHOWho is going to receive this message

3

WHICHWill this be an e-mail, a twitter message,

a push message, a pop-up etc.

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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.

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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.

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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.

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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.

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THANKS FORYOUR TIME!

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