Stylesheet design – achieving the ultimate performance! In order to maximise the sales potential from every email sent, each product is selected and used to populate the stylesheet nano-seconds prior to it being sent. The data mining and attribution behind the scenes is enormous, all to the benefit of both user (consumer) who only ever sees exactly the products they what they to see, and the retailer, who achieves the maximum return possible. SwiftERM is a big-data solution, huge would actually be a better description. This can only be an automated process, because of the amount of information being fed in that it requires.
There are two major benefits of it being 100% automated it requires absolutely no human interface. No configuration on set-up, indeed zero additional staff overhead whatsoever. The lack of any additional overhead makes the ROI skyrocket, as it delivers the best possible increase in average order value (AOV), customer lifetime value (CLV) and a massive drop in the rate of return (RoR), often by as much as 50%.
Before starting SwiftERM, our CEO David Swift, had the good fortune of being in an enviable place for over a decade, as the marketing consultant for some extremely prestigious companies, Liberty, NEXT, The White Company, Fatface, Snow & Rock and a host of others. One of the responsibilities was coordinating with design and advertising agencies. Highly talented professionals, determined to out-perform, and best their competitors.
Some went on to become household names in their respective disciplines, including film directors, art directors, graphic designers, all top commercial talent. The rank and file graduates of today aspire to emulate these people, many of whom have become household names, like BBH, JWT, Saatchis, McCann, Grey, etc.
One aspect high on the agenda always was email stylesheet design. It was perpetually addressed throughout the decade of his tenure, with considerable time spent on the most finite issues to achieve the greatest response. Their time was not wasted; often the sales, were phenomenal for each of the respective clients. We are talking billions of pounds of revenue. The success of one client able to be shared with the next.
Today’s A – B testing of stylesheet design and layout often regurgitate the thousands of designs he had to good fortune to test, and better test across the calendar, hour, product and client alike. Across the desk came the results by which egos came and went. “Tomorrow’s child” was always perceived as the ‘new great hope’, and on many occasions it was, but for an all too short a while.
Perhaps this was an unfair advantage, of being in the right place at the right time. As Swift was been able to use £millions of pounds worth of work and effort by leading professionals, for one purpose. There was one stylesheet design that out-performed all rivals for its ability to deliver the greatest possible return. Whenever it was used, in whatever guise, it won, nothing came close. Indeed it’s next nearest rival only performed half as well, if it was lucky, over ten years of testing.
The simplest way to illustrate the effect of changing the stylesheet design (as the graphs are almost identical), is to consider it as having the same effect as that of a radioactive half-life, and equally as toxic. The obvious effect, always a negative one. Consider that after 10 years of A-B testing, perfecting the style design has achieved a return (at the highest point on the graph above, far left hand side). To make changes have the obvious effect of moving the ROI to any point to the right, some more dramatically than others. Don’t forget, every email is unique to the person receiving it anyway, and the effect as much as 4x higher than rule-based segmentation or behavioural trigger marketing.
Achieving the ultimate success
It is this stylesheet which was has been implemented as the layout to populate the personal product selections made for each consumer for the retailer’s automatic email marketing. It has earned it’s place with verified provenance.
ESP’s allow users to change and create within the email design process. The personalised product selection process however has so much data processing requirement that is requires static parameters. However, because the ROI is so huge in comparison the benefit far outweighs the negative.
This much data-processing causes chaos if the process were to include a alteration facility as well. The finite positioning is necessary to allow ease of population. Content is taken from each websites repository, all specific to that outlet’s style. The corporate identify sign-off leave the recipient in no doubt as to it’s source.
Should there be concerns that it would detract from an existing campaign, the results affirm the contrary. It boosts loyalty, increases AOV and CLV, as our case-studies and client testimonies verify. We encourage running SwiftERM alongside all existing ESPs.
We do allow our customers to greater personalise their stylesheet should they wish. But by far the majority appreciate if someone else has already done this much work, tested and better tested it, and found no greater champion for delivering such massive turnover, from a stylesheet that outperforms everything else, why mess with it? Of course the ones who know for sure, are the retailers using it – none of which have changed it.
The perpetual drive for ever greater personalisation of everything to do with consumer experience is the clarion call of this era’s marketing. SwiftERM does just that and, as a plugin (SaaS) , is able to be installed instantly on your ecommerce site. This guarantees that the only products each of it’s recipients – your consumers, see are personally selected for them, as an the unique individual they are, based on their own personal buying history and impressions accumulating every time they visit your site.
We hope you enjoyed this article, intended to help improve our client’s profitability. It reflects the care SwiftERM offer. If you haven’t already done so, then please enjoy a FREE month’s trial and let us know what you think. Register, call us on 0207 998 3901, book a call with us https://calendly.com/swifterm/15min or Zoom ID 964 515 7464
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