Manage personalized emailing campaigns yourself? It's old fashioned ! With Kiliba, a young French start-up, your marketing emails are sent independently. All you have to do is choose features: relaunch abandoned carts, reward the best customer, product promotions, and the algorithm takes care of everything. Amaury de Larauze, the co-founder, answered our questions to help you see more clearly.
How does it work?
After you have created an account and chosen your scenarios (which should number twenty before the end of 2020), Kiliba connects to your Prestashop in order to analyze the data of users who have entered their email address. Artificial intelligence then combines this data to define and reconcile customer profiles and offer them the products most likely to interest them.
Your contacts therefore receive personalized emails, generated according to their activities (site visit), their purchases (proposal for additional products) or their personal information (registration anniversary).
"I have nothing to do, he works alone, it's magic"
For marketers, saving time is precious, as Manon Clabaut, in charge of Webmarketing at Kenzaï, confides. Indeed, working alone, it was complicated for her to deal with emailing campaigns. Thanks to Kiliba, she doesn't do it anymore. It also underlines the efficiency of the service since it generated 220 euros in turnover for Kenzaï between August 000 and the end of May 2019.
Kiliba's complete autonomy is its hallmark. The founders also opted for an owl as their logo because it, like their algorithm, works all night.
Artificial intelligence for marketing: a promising future
Today consumers are drowned in offers and mass marketing is becoming obsolete. Advertising emails are therefore less and less open. It is from this observation that the developers of Kiliba turned to artificial intelligence. It allows the offer to be personalized according to the customer. Result? An open rate of over 50%, compared to 18% on average.
Consumers thus consider themselves pampered, feeling that their desires have finally been taken into account. Artificial intelligence goes even further by anticipating customer needs. For example, with the “visit without purchase” feature, Kiliba distinguishes users' expectations and sends them an email offering products that best meet them.
However, the algorithm needs a substantial database, the founders estimate that it is viable from 5000 referenced contacts. It also takes 1 month before being perfectly optimal, which is why Kiliba offers the first month.
Artificial intelligence is therefore a promising tool in its ability to learn over time. But in order for her to learn and become more and more precise, she needs a significant rate of interaction with customers. With the generalization of its use in marketing, we will get closer to a particular advice for each consumer.
An ecological solution
Emailing is singled out for its environmental consequences. In fact, these emails are not very open, so they represent unnecessary mailings, but they also tend not to be deleted, cluttering up data centers that consume a lot of energy.
Faced with this situation, the founders of Kiliba hesitated to stop everything to grow carrots ... but changed their minds and sought a compromise. With their targeted emails, they halved the average number of emails sent. In addition, open emails are more easily deleted emails. Artificial intelligence could therefore also be a means of regulating and reducing shipments, reducing the ecological impact of marketing actions.