prudsys and optivo launch strategic partnership – real time product recommendations in e-mail channel
Effective e-mail marketing requires the right content. Only when this content is precisely tailored to the individual interests of the recipient is it actually noticed and only then can it generate product sales. Two experts in this area have now embarked upon a strategic partnership: prudsys AG, leading technologist in the field of intelligent data analysis, and optivo, the e-mail marketing service provider. The combination of the prudsys RDE personalisation solution and e-mail marketing software optivo® broadmail ensures that product recommendations in the e-mail channel actually reflect the interests of recipients. Newsletter content is generated dynamically and in real time upon opening. This results in significantly higher conversion rates. The buy and sell shop reBuy.de is already reaping the benefits of this cooperation. Since reBuy started using the prudsys/optivo combination, their e-mail marketing has been considerably more successful.
The prudsys RDE (Realtime Decisioning Engine) Newsletter module generates customised recommendations based on surfing and purchasing patterns in the online shop, the shopping cart history and current click patterns in the e-mail channel. The system automatically generates the individual recommendations, in other words without any manual intervention. Thanks to cooperation with optivo® broadmail, dynamic purchasing recommendations can be placed in real time and have a high probability of corresponding to the interests of the e-mail recipients. In this way, companies can continually increase the individual value of their customers and potential customers.
Top sellers can be displayed in the newsletters even in the absence of profile information or historical transaction data. This is of particular interest to companies, especially when it comes to new newsletter subscribers. The intelligent software solution then learns how to better cater to individual preferences according to usage patterns and recipient response. Only once the newsletter is actually opened are the product recommendations generated in real time, making the recommendations extremely relevant in terms of content. With unopened newsletters it is even possible to change the prices at any time. Even checking on the availability of a product is easy with a linked ERP system and alternative recommendations can also be displayed as desired. Thanks to automated processes the maintenance cost remains low as manual segmentation of recipients is no longer necessary.
prudsys and optivo have recently started to generate high-quality personalised purchase recommendations in newsletters and after-sales mails for reBuy.de. This increases the relevance of recommendations for the recipient, enabling reBuy to tap into its cross-selling and upselling potential. Because the messages and advertised products are adapted to the individual interests of the recipient in real time, the conversion rate immediately rose by 18 %. Opening rates rose by 3 % as well. The partnership between prudsys and optivo is thus already extremely successful.
Ulf Richter, Managing Director of optivo, says of the cooperation: “We are very pleased with the strategic partnership with prudsys because this is a case of two companies bundling their expertise to the benefit of our customers. The combination of personalised product recommendations and our e-mail marketing software offers clear added value.”
Jan Lippert, Sales Manager at prudsys AG, strikes a similar tone: “optivo offers high performance e-mail marketing and our company boasts intelligent product recommendations. Both sides will profit from the partnership but it is our customers who will get the most benefit. Not least of all as there is still enormous potential in the e-mail channel for intelligent recommendation systems.”
Britta Backhaus, Head of CRM & Corporate Communications at reBuy reCommerce GmbH, confirms their views: “Up until now we have always notified all of our newsletter recipients of the same discounts and special campaigns. We put the same top sellers in the focal point to create interest on a larger scale. The combined solution of optivo and prudsys is proof that more personalisation means more effectiveness. Maintenance costs decreased and the conversion rate rose by 18 %. Our expectations were clearly surpassed shortly after we started.”
optivo is one of the largest e-mail marketing service providers in German-speaking Europe. Since its founding in 2001 the Berlin-based company has been one of the leading providers and trendsetters in the field of e-mail marketing. optivo offers complete one-stop e-mail marketing including SMS and fax. The optivo portfolio ranges from sending out newsletters and campaign mails using secure, reliable and powerful e-mail marketing software (optivo® broadmail) to customised strategy consultancy, newsletter optimisation and address generation (optivo® consulting) right down to the preparation of market-specific information and best practice expertise (www.optivo.de/campfire). More than 850 customers from a wide variety of industries rely on the expertise and technology of optivo, including well-known companies such as Best Western, Bosch Power Tools, buch.de, Die Bahn, Die Zeit, Germanwings, Henkel, HolidayCheck, Lieferando, mymuesli, Olympus, Plus.de, Rossmann, QVC, reBuy, simfy, TUI and zooplus. optivo is a member of the German Direct Marketing Association (DDV), the Federal Association of Digital Business (BVDW), the Association of German Internet Business (eco) and the Certified Senders Alliance, the largest German whitelist project. In 2011 optivo was the first company in Europe to receive the quality seal ‘EuroCloud Star Audit SaaS’ for its cloud service optivo® broadmail.
prudsys AG as one of the technology leader for intelligent data analytics concentrates among classic Data Mining on the development and integration of high-quality real-time analytics solutions.
The prudsys Realtime Decisioning Engine (prudsys RDE) is a leading service-oriented solution for real-time analytics, forecasts and intelligent recommendations. The modular structure enables to build a multi-channel global solution which matches the specific requirements. With IREUS the prudsys AG especially offers for small and medium online shops selected features of the prudsys RDE as a software as a services.
The prudsys products are used world-wide. In Germany alone, approximately 50% of the top twenty mail order businesses such as OTTO, Heine, Conrad Electronic, bonprix and Baur and countless other Top 100 mail-order specialists (Source: Versandhausberater – Mail-Order Adviser) such as 3 Pagen/3 Suisse, buch.de and Mexx rely on prudsys solutions.
prudsys AG is the holder of numerous German and international patents. Furthermore, prudsys AG is the organiser of the world’s biggest data mining competition, the DATA MINING CUP.
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