Company Offers Real-Time, Behavior-Based, Automated Website Messaging
By Ken Magill
Every week lately, it seems another email service provider is announcing the ability to enable real-time, behavior-based messaging.
One company—not an ESP—however, has taken the concept a step further by enabling real-time, behavior-based automated messaging on ecommerce websites.
Evergage claims to offer some 50 different automated messages aimed at helping drive the sales process and/or capturing email addresses.
According to Evergage, the messages are delivered based on such things as where the website visitor came from, and their behavior or lack thereof on the site.
For example, 30 seconds of inactivity can trigger a message asking the visitor if they need help, according to Arthur Sweetser, chief marketing officer of Evergage.
[Note: Some Magill Report readers will recognize Sweetser as the former CMO of former email service provider e-Dialog.]
“It’s like having a good sales rep on the floor of a retail store,” said Sweetser. “If you walk in and you’re not sure what you’re looking for or you’re not sure where it is, they’re not hassling you, but they’re saying: ‘What can I help you with?’
“One analogy we use is that it’s automated live chat,” Sweetser said. “When you can’t really find what you want, you hit the live-chat button thinking maybe this person can help you. Behavior-based, real-time messaging is watching what they’re doing on a home page, on a landing page or in a shopping cart” and sending messages accordingly.
Behavior-based email generally outperforms so-called batch-and-blast email by two to 22 times, said Sweetser.
“Well how about we message them while they’re still on the site?” he said.
One message Evergage clients have seen success with is the so-called referral-source message, or a welcome message that greets visitors with copy tailored to where they just came from, according to Sweetser.
For example, according to Sweetser, one client was getting a lot of traffic from Pinterest that wasn’t converting very well.
So Evergage added a welcome message tailored to arrivals from Pinterest acknowledging they came from Pinterest, offering a discount specifically to them and asking for their email addresses, Sweetser said.
“Those email captures outperformed any of their other email captures,” he said.
Evergage can also enable a “leaving us?” message that pops up and asks for an email address if a visitor begins mousing up toward the navigation bar.
Evergage clients are getting 10 percent conversion rates with its so-called bounce-prevention/email-recapture messaging, according to Sweetser.
The company can also enable the delivery of dynamic content.
“For example, if someone is looking at television sets, or other high-end, considered item, wouldn’t it be great if up came a little button that said: ‘Learn more about how this couch was made’ and we deliver a little video clip right inside the message?” said Sweetser. “We take an aggregate analytics model to the individual level and message them in real time.”