Here is one of the tools that marketers of all stripes dream of having: predictive delivery or predictive sending in the language of Molière. This is the latest fantasy from marketing automation to ensure personalization of your deliverability …
What is predictive sending?
It’s very simple. Let’s say you spent 1 month preparing your communication. Your email could also be part of the Top Ten of the best emails ever sent! You have put together the best offer for the occasion to please your future customers. You have even reread your content 17 times to be sure of the relevance of your comments. You have finally carried out a superb segmentation of your database to ensure that you have a target of contacts all acquired to your cause who will necessarily want to click on your wonderful email.
… You have decided to send your email at a specific date and time – which for you seems ideal – without worrying whether it would serve you or serve you on the contrary.
Indeed, at the precise time of your shipment:
- Robert has his weekly meeting, and in the meantime, he has received 57 important emails. Suddenly, your email went through the door. You couldn’t know ;
- Corinne wanted to read it, but on Monday she doesn’t work, it’s her day off … Yes, you couldn’t know, but it’s still a shame for your offer which ends in 24 hours!
- And Pascal? He received your email at the same time as all of his emails from work, so he said to himself, “Well, I’ll read it later.” And your super offer in all this? It is lost like the memory of Pascal. You couldn’t know !
So what do things that you couldn’t know and who tarnish your statistics? This is where the power of Big data !
This will allow you to send your campaign at the most optimal time to generate interaction with your recipient.
Ah well, and it exists?
In fact, seeing the many possibilities of the system, some companies have rushed into the breach. In December 2013, Amazon, a pioneer in this field, filed a patent describing a mechanism that allows a package to be sent to a customer even before the latter has placed his order on the Internet.
Concretely, Amazon wanted to set up an algorithm which would analyze several data such as the purchase history, the searches carried out on the site, the shopping basket, the number of visits on the product pages, or even the purchases made by other users in the same region. This correlation would allow the American giant to automatically send new products to a user before he has actually placed his order on the site.
With Amazon’s predictive method, it would partially fill in addresses or zip codes to bring the product closer to where customers need it most, and later complete the label during transit. In this way, it will reduce the delivery time so that the product is delivered the next day or even the same day.
In the same vein, some Marketing Automation platforms have predictive sending tools. Instead of delivering books or DVDs, they take care of your emails – and SMS. The principle is therefore the same. This involves analyzing, for example, the activity and interaction timing of each contact in relation to several elements (opening, clicks for example) and sending the message when it has statistically the more chance of generating recipient interaction.
What does it actually do?
Let’s take back our 3 previous friends who did not receive your email.
With predictive sending:
- Robert could never have received his email at the time of his meeting since the system analyzed that he never opened his emails in this time range! However, there was a reading peak 1 hour after said meeting;
- For Corinne, who does not work on Monday, we notice that all her emails are opened on Tuesday morning at the end of the morning, logical since she does not work on Monday. The system will make sure to access its opening habits;
- As for Pascal, since he receives a lot of emails, he sometimes does not necessarily read them (or read diagonally), which means that during the day he is not responsive. However, the system noticed a fairly high rate of email interactions in the evening when Pascal had more time. Logical, right?
Except that without a marketing automation system like predictive sending, you wouldn’t have known.
Since the advent of marketing automation in recent years, everyone involved in this market has sought to automate each step even more and automate the whole process even more to be more efficient. Despite this, finding the right sending timing has always been a recurring question without an adequate answer. The fact remains that predictive sending is an early response that will greatly optimize the email opening rate and logically the click rate. This will increase the ROI without increasing the investment, as this will be part of the automation scenario that you have set up.