The 2nd Tier of Email Marketing - SwiftERM

Everyone who is successful in ecommerce appreciates that a considerable percentage of revenue is derived from Primary Tier email marketing solutions. Indeed the Ecommerce Training Academy consider it the second most important element after publishing your site. It is by its very nature, the primary pro-active medium (go-to) used to take the product to the consumer, rather than wait for them to come to you. It should be acknowledged that in so doing email creates frustration and therefore potential denigration of the sender in the eyes of the recipient. This is a given. Likewise, contrary to the characterisation you hear in the media, 80% of all consumers that subscribe to mailing lists, remain on them perpetually and enjoy receiving appropriate emails. Reasons for suppression are readily available such as from Autopilot.


The benefit is enormous potential profits, and the reason that to omit it from your marketing would have a cataclysmic effect for any company. After all consumers by their very nature have all the foibles and delectations on the spectrum. As the individual voice is more and more capable of being heard, so too is the lack of education in that area, has lead to more and more vociferous attitudes of consumer intrusion. Time is healing this notoriety though, and it is generally considered that it will take a few lifetimes, to rid ourselves of less scrupulous retailers who bludgeon their captured database with inappropriate content, rather than be peerless in both their motives and execution. Let us put aside the troglodytes for now and address only those with their consumers best interests at heart, achieving as it does a perpetual revenue stream.


2nd tier email marketing for ecommerce

A primary tier email solution would typically include the likes of Mailchimp, Bronto, Emarsys etc, details of these and many others are featured in our selection article here. Retailers typically have considerable staff involved in the segmentation of audience profiles, segmentation of products, and anything and everything in between, to maximise the return on their emails to customers and their lifetime value. (For our guide to calculating lifetime customer value see here).

What however of the non featured products sales of which, but for being in the right place at the right time, would have been highly profitable. it would be fair and reasonable to assume that within acceptable margins the segmentation process, often running in parallel with front-line marketing campaigns and seasonality etc would compensate for the loss of these sales. But what if you were able to capture both? That is exactly what 2nd tier email software does. The easiest analogy is a leaking bucket, lets call the leak “missed opportunities”, if only before you had set-off, you had discover. So what if you could plug the leak before you set off, and therefore arrive with the maximum quantity possible? It is dangerous for us to be the harbinger of gloom. If you think you’re running a tight-ship, and someone points out something amiss, the aggravation and annoyance that you hadn’t spotted personally it can be ignominious.

What necessary elements are required to achieve a 2nd tier email software solution? The targeting requires a finite appreciation of each individual consumer’s activity on your website. This is big-data. Not only purchase-history-tracking for each individual consumer but their impressions too, a perpetual calculation of buying activity in order to identify the buying propensity able to be attributed to each and every consumer, regardless of anyone else. We employ a whole raft of UTMs, to identify and capture this information.

SwiftERM uses a predictive analytics algorithm to calculate the exact content of each email, having ranked every SKU in order to highest potential for buying propensity – an an individual consumer basis. It performs infinite changes perpetually and develops continuously throughout the personal journey of that consumer on your site, throughout their lifetime. It might have been reasonably assumed before that because Mrs.X bought that cotton dress in red last year, and she buys two every year, that she is highly likely to buy another and therefore gets pigeon-holed into tomorrows send. This is how segmenting works. What though if she has just made her purchase in this analogy, a wasted email? The 2nd tier solution has already adapted to the new data, it has recalculated and restructured the products selected to populate her unique stylesheet content. A feat not capable by human input, and to the best of our knowledge, working with many ESP partners, never practised by advanced analytics of email software, even those held in the highest esteem.

We are delighted to recommend SwiftERM 2nd tier Email marketing software, to run alongside you existing solution perpetually, to magnify the revenue effect. We offer a free trial to prove it”s viability, and build a revenue stream negating the need for a budget.


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 or Zoom ID 964 515 7464 


Other articles of interest below:
(Index to all articles here)

Propensity – response models in predictive analytics
Email marketing strategy and tips for successful campaigns
Stylesheet design