Vendor Spotlight: Bluecore
By Ken Magill
Bluecore claims to make implementing triggered emails a snap.
Triggered emails—messages sent as the result of some action or inaction by subscribers—outperform broadcast emails by wide margins.
Triggered-email open rates were 65 percent higher than broadcast emails in the first quarter of 2015, according to a recent benchmark report by marketing services provider Epsilon. Also, click rates for triggered messages were 148.5 percent higher than those of broadcast messages, according to Epsilon.
However, they apparently can be persnickety to implement.
“Oddly enough, while there is more manpower involved in doing it [broadcast email marketing] on a day-to-day basis, it’s still easier than setting up some of these triggered communications,” said Kara Trivunovic, vice president, digital solutions for Epsilon, in a recent interview with the Magill Report.
“Triggered emails have been difficult, but why have they been difficult?” said Fayez Mohamood, co-founder and CEO of Bluecore. “One, you have to deal with something called product feeds. Product feeds break. They are not real time and they are a lot of work for the marketer to deal with. You typically have to deal with analytics. Where does your data live? It’s inside something like an Omniture or Google Analytics and there is no easy way to export it to generate a trigger when a customer looks at something. How do you do product recommendations … based on some business criteria? You’ve got to bring that all together and that’s the difficulty we take out.”
According to Mohamood, implementing Bluecore triggered emails involves adding one line of code to an e-commerce site.
“We generate all of the product feeds, the catalogs and the analytics in one system,” he said. “And we give the marketers best practices. We call them email recipes. When should you send a trigger? Is it five hours after a search? We abstract that so a marketer can say: ‘These types of triggers make sense for us.’”
Mohamood added that not only does Bluecore enable triggers based on subscriber activity, it enables them based on catalog changes, as well.
For example, “when a diamond on Blue Nile drops in price and you can immediately target people that have looked at those in real time.”
According to Mohamood, one of the ways Bluecore identifies email addresses to be targeted is when a customer clicks on a massage and gets taken to the marketer’s site.
“When somebody clicks on an email and they land on the site, we have way of using Java Script to identify users,” he said. “Every click on an existing email ends up converting to be identified.”
However, Bluecore can also work with lists supplied by the merchant, Mohamood said.
“If you want to send a reactivation email, you can just send us a historical list,” he said. He added that Bluecore can trigger reactivation emails based on the recipient’s purchase history before they went dormant as opposed to blasting the list with a generic “we-want-you-back” message.
Bluecore also imports clients’ unsubscribe files so it doesn’t send messages to people who have opted out, Mohamood said.