Vendor Spotlight: Jetlore
By Ken Magill
The folks at Jetlore contend their system makes broadcast email perform similarly to triggered messages for retailers with revenue increases per email typically ranging from 20 percent to 70 percent.
By now it is fairly well established that triggered messages—emails sent as a result of some action or inaction—can be multiples more effective than broadcast messages.
But triggered emails typically account for a small percentage of a marketer’s volume.
“The main workhorse email for retailers is promotional email, the daily or weekly emails that go out in large volumes,” said Eldar Sadikov, CEO of Jetlore. “And they aren’t performing very well.”
The reason broadcast emails don’t perform very well, he said, is they are designed beautifully and with the assumption that people will open them and be driven to the retailer’s website to browse for products.
However, with emails increasingly opened on smartphones, the idea of designing emails to drive site traffic gets less effective.
“Very few users will go to the website from their phone to start looking for product,” Sadikov said.
The solution, he said, is: “Rather than present the user with beautiful creative, you imbed a subset of your product category into the email itself so [the recipient] can browse maybe 10 products and make a quick decision.”
Of course, the challenge is what products to present to the customer in those messages.
The company uses a combination of active behavior, passive behavior and specific product performance to determine dynamically what products should be included in emails to individuals, according to Sadikov.
“We are basically enabling product discovery through email,” he said. “There is a lot of talk about retargeting and standard recommendations of showing similar products, but there is nothing on the market that really tries to solve the problem of product discovery through email and that’s where we come in.”
To determine what products a Jetlore enabled email will include, the company’s system takes into account active behavior such as product purchases, browsing, search and shopping cart activity, according to Sadikov.
“They influence what you’re going to see,” he said.
“However, there are other factors,” he said. “There is also what we call passive behavior. So if you browse motorcycle accessories and we show you 30 motorcycle accessories in the next five campaigns and you didn’t click on any of them, you’re probably going to stop seeing motorcycle accessories. We didn’t engage you with motorcycle accessories so the system will explore other products to try to engage you.”
Lastly, Jetlore’s system takes into account specific product performance overall, said Sadikov.
“Products that generate a lot of sales will naturally make it into a lot of emails,” he said.
Sadikov said the typical revenue increase for emails using Jetlore ranges from 20 percent to 70 percent.
“So basically companies are able to generate 20 to 70 percent more sales for each email they send out,” he said. “That translates typically into anywhere from 3 to 10 percent total revenue uplift for the company.”
Jetlore charges based on the number of opened emails, said Sadikov.
“Our goal is to make every email you send out more efficient and by efficient, I mean revenue efficient,” he said.
The price can range from “a few bucks per one thousand opened emails down to about a dollar a thousand for very large volumes,” said Sadikov.
The name Jetlore stems from “jet engine” for propulsion and “lore” for knowledge.
“Folklore is people’s wisdom,” Sadikov said. “So we thought of an engine that takes data and turns it into wisdom. Combine the two words and you have Jetlore.”
Jetlore’s clients include eBay, Groupon, LivingSocial, Mobly, PayPal, One King’s Lane and Linio, among others.
Sadikov said that while Jetlore’s primary market is retail, the travel-and-hospitality sector should be a natural fit, as well.