Redeye launches behavioural email service

Online behavioural marketing and analysis company RedEye is launching an automated behavioural marketing service that will enable marketers to boost online conversion rates.

The automated behavioural marketing service will not only help marketers to significantly boost online conversion rates, it will also improve customer service and develop stronger customer relationships.

This new behavioural email product combines RedEye's key strengths, email marketing and web analytics, to create a series of bespoke, tailored, event-triggered emails for clients.

Recent research RedEye has carried out on 50 of the top UK e-commerce sites found that only a staggeringly tiny minority of them currently ever carry out event-triggered email campaigns - which means that the majority are wasting huge opportunities to add significantly to their bottom line.

The RedEye behavioural email service sends these out event-triggered emails automatically when it recognises specific online behaviours, targeting emails based on all aspects of online behaviour, including products, pages viewed, purchase history and past response.

Some of the key behaviours/triggers that will prompt these automatic emails are: shopping basket abandonment; registration abandonment; failure to respond to an online quote; customer service-related issues - eg delivery problems or website crashes.

Industry research shows that up to 75 per cent of shoppers abandon their online shopping baskets before completing the checkout process.

As a result, the best time to contact someone is when they have nearly bought something and, by using RedEye behavioural email, companies can typically improve their online sales by 2 per cent to 5 per cent.

According to Forrester Research the top reason for basket abandonment is shipping charges, so it makes sense to email abandoned baskets with a follow-up offer with no delivery charges.

In each case, RedEye will work with clients to identify key behaviours and triggers, and will create the appropriate behavioural email strategy to respond to them.

In early client tests, it has been identified that companies may need to use around a hundred different automated behavioural email templates.

Mark Patron, CEO at RedEye, commented: "Currently the marketplace is leaving significant amounts of money on the table by losing website visitors for many treatable reasons.

"Behavioural email is an enormously powerful tool enabling companies to react instantly to events, thereby providing a recognisably higher level of customer service and a real point of differentiation, and yet at the moment very few companies go back to people who abandon baskets, for instance.

"Our research shows that hardly any of the top 50 e-commerce companies are doing follow up basket abandonment emails; this is an area where the industry is clearly not walking the talk".

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