Stylesheet design - achieving the ultimate performance! - SwiftERM

Stylesheet design – achieving the ultimate performance! If the return from using big-data predictive personalisation emails is 20x (twenty times) that of creative design stylesheets, but it is impossible to design the stylesheets as a consequence, the point is mute. Because no matter how attractive, interesting, attention grabbing, stylish etc it can possibly be, the additional sales achieved from content personalised to the individual consumer smashes it into oblivion. 

However to explain in more detail 

In order to maximise the sales potential from every predictive personalised product selection sent, each product is selected and used to populate the stylesheet in nano-seconds. The data mining and attribution on SwiftERM servers is enormous, all to the benefit of your consumer – who only ever sees exactly the products they what they to see, and you the retailer, who achieves the maximum CLV, AOV and ROI possible.

SwiftERM is a big-data solution and Martech listed. Such large volumes of data 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 zero human involvement: no configuration on set-up, and zero staff requirement whatsoever. The lack of any additional overhead makes the ROI enormous, 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), available in marketing curently.

Before starting SwiftERM, our CEO David Swift, was the marketing consultant for some extremely prestigious companies,  Liberty, NEXT, The White Company, Fatface, Snow & Rock. One of the responsibilities was coordinating with design and advertising agencies, many of whom have become household names, like BBH, JWT, Saatchis, McCann, WPP, Grey, etc. 

One aspect high on the agenda always was stylesheet design. It was perpetually addressed throughout his decade of tenure. 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 mirror the thousands of designs tested, across the calendar, hour, product and client. Across the desk came the results, “tomorrow’s child” was always perceived as the ‘new great hope’, and at first it sometimes was, but without exception to fall at the last. 

Perhaps this was an unfair advantage, being in the right place at the right time. As SwiftERM has been able to use millions of pounds worth of work and effort by the country’s finest, for one purpose. There was one stylesheet design that out-performed the rest. 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, in over ten years of testing. 


Even small changes are toxic

 The simplest way to illustrate the effect of changing the stylesheet design is to consider it as having the graph above. As, in a nutshell, alternatives are toxic. The effect is always a negative one. Consider that after 10 years of A-B testing, perfecting the a perfect design solution, the one that perpetually achieves the highest returns. This could be illustrated as at the highest point, on the graph above, at the far left hand side. Any changes would move the ROI somewhere to the right, some more dramatically than others. You can appreciate why our existing clients prefer not change it.

It is important to remember that every email SwiftERM sends is unique to the individual consumer receiving it. No two product selections are ever the same, even those to the same individual. Their tastes change and their impressions reflect that. The ROI can be as much as 26x higher than basic segmentation or behavioural trigger email marketing solutions, which is why SwiftERM never involve themselves in either practise.

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, an automatic personalised, product selection, marketing email. It has earned it’s place with verifiable provenance. ESP’s encourage the ability to change and create layout and design. We applaud this, and then set about delivering far more, although with work alongside most of them. Personalised product selection process however has so much data processing requirement that it necessitates static parameters. However, because the ROI is so huge the benefits far outweighs the concern. 

Concerns that it could detract from an existing campaign, are quickly dismissed when the results come in, usually with very early affirmation to the contrary. as our case-studies and client testimonies verify. 

Swift ERM - Award-Winning Email Remarketing

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 out-performs 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 marketer. SwiftERM does just that and, as a plugin (SaaS) , is able to be installed instantly on your ecommerce site. We can do this for free for you if you wish. 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, and bang up to date.


Additional returns from existing consumers
How to offend your customers and alienate people
educing your rate of return (RoR)