Stylesheet design - achieving the ultimate performance! - SwiftERM

Stylesheet design – achieving the ultimate performance! It is important to focus first on the fact that this solution is intended to achieve the highest profit possible. Indeed according to McKinsey and Statista the returns from predictive personalisation is 20x (twenty times) that normal ESP usage. Both the time to create your own email design or have an enormous array of stylesheets is something for the future, due to it ending an enormous amount of upload speed, sufficient to be prohibitive currently. So it is impossible to offer opportunity for personally designing your own stylesheets as a consequence. The purpose of this article is to explain why this doesn’t matter.

No matter how attractive, interesting, attention grabbing, stylish etc it can possibly be, the additional sales achieved when comparing predictive personalised viability to retailer designed emails negates all the advantage intended. 

To explain in more detail 

In order to maximise the sales potential from every predictive personalised product selection email we send, we ensure each product is selected and used to populate the stylesheet for each individual in nano-seconds. The data mining and attribution on SwiftERM’s servers is enormous, all to the benefit of you and more importantly your consumer.

The consumer only ever sees exactly the products they are most likely to buy, having in some measure expressed interest in them. The retailer achieves the maximum CLV, AOV and ROI possiblSwiftERM is a big-data solution and Martech listed. Such large volumes of data can only be an automatically 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, set-up, training etc. The lack of any additional overhead makes the ROI enormous, as it delivers the best possible worlds: an increase in average order value (AOV), customer lifetime value (CLV) and a massive drop in the rate of return (RoR), not otherwise available in ecommerce marketing currently.

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 on the stylesheet designs, many of whom have become household names, like BBH, JWT, Saatchi’s, McCann, WPP, Grey, etc. 

Stylesheet design was perpetually addressed throughout his decade of tenure. This 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 others.

one stylesheet design that out-performed the rest

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 only 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, and billions of emails sent.


Even small changes are toxic

The simplest way to illustrate the effect of changing the stylesheet design is to consider it as having the effect illustrated in the graph above. In a nutshell, alternatives are toxic. The effect is always a negative one.

Consider what was achieved, that after 10 years of A-B testing, it perfected the highest potential revenue driving design solution. The one that perpetually achieves the highest returns. This could be illustrated as at the highest point, on the graph above, on the far left hand side. Any changes seen, without exception, moved the ROI somewhere to the right, down the slope, some more dramatically than others.

You can appreciate why clients prefer not to change it. “But our house style reflects our personality, we need to be able to change it” is sometimes expressed. Remember the images used are from your website, already having your house-style in them. The whole point of the solution is to not cloud the consumer with anything other than the products to look at. (This is what they are interested in – no promotion, no hullabaloo).

That’s how pure and unadulterated predictive personalisation works. If we gave you £100 for every £1 (roughly what we achieve) that you spent with us, and wanted to change so you only got 80p instead, what would be the point?

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 daily as do their impressions perpetually to 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 of those practises.

Achieving the ultimate success

This stylesheet is simply the layout to populate the personal product selections for each consumer; 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 for promotional and marketing emails as we commonly run alongside them, but then we set about delivering far more return for your money. Personalised product selection process has so much data-processing 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 commonly 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 yet 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 the unique individual they are. Selections are based on each individual’s own personal buying history and impressions, accumulating every time they visit your site, and bang up to date. This software works as a complete standalone for SMEs who can’t afford to instigate email marketing otherwise, and complements existing promotional and marketing email ESP software for Enterprise retailers.


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