Why should you use Predictive Behavior Marketing in your emails? What is it?

Have you heard of “predictive marketing” and “predictive analytics”?

These terms are being used more and more. Let’s try to understand what it means and what it can bring to you.

Predictive marketing put in simple words means using data and processing it to make smarter marketing decisions by predicting which action will most probably happen. This may sound very simple but it is very important in your marketing process.

Forester presents predictive marketing in three categories:

  • Data aggregators – collect and append general business data – contact info, etc.
  • Data enrichers – collect and enrich marketing and sales activity data.
  • Predictive modelers – process data with predictive (mathematical) algorithms with predefined patterns.

This categorization in data use goes along with the advancement of your marketing organization, so that as you get more and more sophisticated, you will naturally progress from the first category through to predictive modeling.

You will see email marketing differently with Predictive Behavior Marketing

For Predictive Behavior Marketing you need to collect data from as many sources as possible; the more data you have, better will the predictions be; we combine it with your marketing data on each customer existing in your echo system and use this data to build a predictive model that is customized to your business. This model is used to predict the next action of each individual customer whether it is purchases, text to read or simple information to view. This technology may seem complicated, but you don’t need to know how to do it in order to use it – basically, when you give to our Predictive Behavior tool access to your systems, it will give you back the right content for each customer. The system uses a variety of scored keywords to select the right content to integrate in the email of the web page.

With the application of this Predictive Behavior Marketing technology, the entire marketing process will be modified. The old ways of selling will gradually be modified as the concept gets more and more used in your company. Eventually you will wonder how you lived without it before.

You will not need anymore to always discount your products in promotions because when your customer will get your email, it will be just at the right time to buy. Imagine how this can affect your sales results.

Our Predictive Behavior technology is the application of predictive technology to the email marketing campaign and the web-browsing journey. It means not only having predictive insight into the future purchases through predictive analytics, but also using that insight to select always the right content, campaigns and programs.

As of now, all platforms function as separate technology that integrates either with MA and CRM systems. None work with email or any direct marketing tools. All the vendors on the market provide analysis and content selection for the next purchase but none automate the integration of the content in the email or on the website.

Try eFlyerMaker’s Predictive Behavior Marketing technology and see the results on your sales. You will be astonished.

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