How to Use Predictive Analytics in Your E-commerce Email Campaigns

Redefining the email campaigns for your online store with predictive analytics

The implementation of predictive analytics in email marketing isn’t new. But it’s certainly a trailblazing approach particularly in case of e-commerce businesses. Predictive marketing is turning out to be a brilliant way to sell smarter.

In terms of email marketing, predictive analytics utilizes an e-commerce company’s present email service provider. It keeps tabs on the real-time behavior of consumers, and also on the historical customer data. Through this process, you can develop automated, customized email campaigns. It can be integrated throughout the customer lifecycle, from acquisition and relationship building to retention campaigns. Let’s explore more.

Decipher the consumers’ interests and compel them to make the first purchase

Once the consumers start subscribing to your emails, your objective is to lead them to make a purchase. However, you shouldn’t be too pushy right from the start. So, rather than annoying a consumer, send them a welcome mail first and employ the predictive analytics to decipher what they want.  Simply put, in order to encourage consumers to make a purchase, you must know their interests first.

When the prospects first sign up, all of them generally receive the same welcome email series. Now by implementing predictive analytics to demographic and behavioral data, you can categorize the prospect. You can try exploring various messages and offers, to create a more pertinent and customized email series that drives conversions and amps up the revenue. You can conduct A/B testing to understand which email is ideal for sales, to optimize the opened rate and reduce the bounce rate.

In this specimen, AdEspresso customised the greeting mail for its new subscribers. The company also divided its new subscribers depending on which offer attracted them to the brand in the first place. This would allow the company’s marketing team to send more targeted offers in the future.

Nurturing and engaging the consumers through predictive analytics

Once you gain more subscribers on your e-commerce site, it’s time to maintain an association with your consumers and achieve their trust and loyalty. But, every e-commerce site functions with the same objective, so the competition is more fierce than ever.

In such a scenario, predictive analytics plays a defining role to fulfill your objectives. It allows you to send out customized emails and utilise your subscriber list to drive more sales. You have to send emails to your consumers consistently. These emails will remind them of your services and help you promote your products. However, always avoid spamming them.

Satisfied consumers are more likely to purchase from your ecommerce site. In fact, as a group, millennials won’t mind investing more for better customer care. So, it’s imperative to use predictive analytics in order to keep up with their preferences and designing email campaigns based on that.

Predictive analytics can gather relevant data on the consumers for further evaluation and provide you with each customer’s purchase history. “It will assist you to know which products they often purchase. Or, how often they visit your ecommerce site or make a purchase, and how much they spend each time”, suggests Jenny Delphi, a ghost writer. With these details, you will understand how and when you should send them a fresh email to follow up and maintain your relationship with them.

For instance, you may find that several consumers only make purchases during the sale. So you must not waste time by sending them emails for full priced, expensive products. Rather, you can send them emails that contain information about the best deals on your site. Predictive analytics will certainly take your customer care to a whole new level and beyond.

Predictive analytics to ensure retention and reactivation of consumers

In the case of consumer retention campaigns, the usual “we miss you” message is often sent. The message is directed to those consumers who haven’t made a purchase in a long time. Predictive analytics can support you to generate more customized retention emails. It can also determine the best time to send emails. In fact, it also determines the most cost-effective discount level needed to motivate a consumer to buy from your e-commerce site.

• Monitor your consumers before they become inactive

You must not wait until your consumers stop shopping at your e-commerce store to send them the retention email. With the help of predictive analytics, you can decipher when your consumers will buy next. Depending on your customers’ previous purchase behaviour and the frequency of the customers’ purchases, you can decide when to send the mail.

For instance, if you have an online assignment writing service, you can keep tabs on the clients who have stopped ordering from you.

• Ensure your consumers are active on your platform

An excellent way to keep your consumers active is to reward them. You can send the consumers thank-you email to demonstrate how you look forward to their support. Alternatively, you can arrange for a special discount or gift for loyal ones. This way, you are providing your customers with enough reasons to come back to your store. So, you will have more time to build a stronger relationship with them.

• Retain your consumers by implementing the effective cost

With the information you have about your consumers, you can analyse their lifetime value and how much they have invested in the past. Now each consumer is not likely to have the same value.

If you offer a 20% discount to a consumer, who didn’t invest much on your site, you incur losses from the acquisition cost. Again, if you provide a 20% discount to a consumer, who has spent $750 with you, you’ll earn more from them in the future. In this case, predictive analytics will allow you to find an appropriate discount level. Also, it can help you retarget the consumers with the most effective cost.

The techniques of implementing predictive analytics for your ecommerce email campaigns

The development of Data Science techniques in the last few years has driven a great deal of interest in the realm of ecommerce business. So much that, it’s now being implemented to email marketing campaigns for maximising the consumer engagements. On that note, below are some predictive analytics methods to consider for your online store.

1. A/B Testing

For starters, we will examine the basic example of Predictive Analytics, i.e. A/B Testing. This process simply calls for presenting one version of an email template to a set of users. Then, again provide another version of an email template to a separate set of users. Ultimately, weigh the performance of both of the templates. Performance could be measured by any factor the business is interested in. For instance, click-through rates (CTR), open rates, engagement, conversions, etc.

2. Multivariate Testing

The next method of Predictive Analytics is an evolved version of A/B Testing known as  Multivariate Testing. Multivariate Testing presents multiple email templates depending on the combination of different variables. These emails are sent to multiple groups of people. This way, your e-commerce business can decipher which combination performed better.

A/B testing involves comparing “Email A” to “Email B”, but Multivariate testing requires you to compare A to B to C to D. Or, you could compare the impact of various individual differences between the category A and B.

3. Regression model

Now you may want to look for patterns in the previously sent out emails. It could be the subject line, use of images, time of day, type of offers, a Regression Model will help you determine the pattern.

A Regression Model presents a line of best fits comprising of several variables (for instance, subject line, send time, content, etc.) against a single individual variable (for instance, the CTR). The several variables are recognized as Predictor Variables, while the individual variable they’re fitting against, is known as the Response Variable.

The idea behind Regression Testing is to utilize the values of the Predictor Variables to determine the value of the single Response Variable.

Wrapping it up,

With the assistance of predictive analytics, you can efficiently manage your consumer base to elevate the sales figures. It’s more impactful than any other methods in terms of building a long-lasting connection with the consumers. After all, what can be better than having consumers follow you and become loyal to your brand? So, predictive analytics is the pathbreaking approach in the realm of e-commerce business.

Conclusion:

Gracie Anderson is a marketing professional at a reputed corporate organization in Australia and provides CPM homework help. She has a decade long experience in this specific field. She has received her MBA degree from the University of Queensland.

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