SME News Q3 2023 | 24 Delivering Best-inClass Marketing Automation RedEye aims to be ahead of the curve at every junction. Today, it is the UK’s longest established marketing automation platform, which is impressive in a plethora of ways, not least of which is showcasing an incredible ability to know ‘what comes next’. As our Most Innovative Marketing Automation Software Provider in the UK, we spoke with Rachael Kotadia, Marketing Director, to find out more about its marketing platform and the team’s expertise. Despite the length of its tenure, RedEye has remained both agile and dynamic, alongside its almost patented personal touch. It understands how it has become successful, the values that drive it towards greater success, and why it’s clients trust the tech – and the team – to deliver results. As it stands today, its services are brilliantly catered towards fastgrowing SME businesses who are after best-in-class marketing technology to match their relentless pace of growth. RedEye is more than up to the challenge, with literal decades of experience informing the effectiveness of its approach and building its superb platform they have today. “Ultimately, we’re proud of our track record in generating significant ROI for our clients and helping them scale and grow the size and value of their businesses. Our mission has always been to make intelligent marketing simple and enable marketers to be the most successful they can be – through using our innovative platform, as well as the guidance and support we provide. Our core values represent how – we as a business – help achieve this. The personal touch, cross-team collaborations, and a drive to never stop improving what we can offer to our clients,” Rachael explains. Across the entire company, there is a noted dedication to being on-hand at times where other companies may be tempted to put up barriers of communication. RedEye doesn’t hinder its clients getting in touch through ticketing systems or chat bots, but prides itself on providing easy access to their dedicated RedEye team, so there is always a real person wanting to resolve their problems. Equally, RedEye isn’t just a marketing technology company, but a marketing partner, as Rachael continues. “We don’t just provide the technology; we offer campaign guidance and strategic support to our clients. Whether that be smaller businesses who want to start sending more sophisticated automated campaigns, or more established businesses who want to refine and scale their customer campaigns to the next level. All get dedicated time and expertise from their customer success team, who truly become an extension of their marketing team helping with retention strategies, campaign ideas, and even the build and sending of the campaigns! “This is also possible by having a business full of experts, and our employees stay and build even greater experiences with our average tenure being seven years and some of our departmental heads having served over 15 years – so they truly know the industry inside out!” We can’t talk about automation in today’s climate without bumping into the inevitable topic of artificial intelligence. AI has and will continue to massively influence both the marketing and automation spaces, with all signs pointing to swift momentum and development for the foreseeable future. In this time of immense change, it pays to partner with a business that understands how best to utilise this new technology to deliver pacesetting results that boosts your company ahead of any competitors. For RedEye, it will be incredibly important to ensure that the team remains up to date on the best ways to harness this new tool. “AI has been a fundamental part of our technological growth, having initially launched our suite of predictive models back in 2018. This has grown over the past five years to now sit at eight models. All of them enable marketers to use artificial intelligence and machine learning to predict customer behaviour at different points in a customer’s journey or predict specific behaviours. Our most popular predictive model looks at customers who have a high likelihood to lapse, enabling the marketer to send personalised campaigns to win them back before it’s too late. Or most recently we launched Send Time Optimisation, which is predicting the most optimal time to send your campaign based on likelihood to convert. “AI is only going to become bigger and more engrained in our working lives, so we plan to further explore more applications within the platform, on how Al and machine learning can help the marketer be more efficient and effective with their role. Our next exciting project within our reporting suite will be using AI to look at your own data to identify and uncover opportunities from trends and patterns that are unique to your business. All of this is towards our mission of not only helping the marketer be more successful, but to make intelligent marketing simple.” Still, with all of these things in mind, RedEye knows that it must remain ethical and environmentally conscious of any new technologies it looks to use among its burgeoning toolset. The future of the company, as Rachael moves on to conclude in her closing comments, relies on remaining above board and trendsetting in every way that matters. “RedEye recognises the importance of this and are an environmentally conscious business. We joined the UNFCCC Climate Neutral Now and SME Climate Commitment initiatives setting a goal of net zero by 2030, however RedEye has already exceeded this, achieving certified net zero in 2022, verified by PAS 2060 certification. This demonstrates RedEye’s commitment to climate neutrality now, and in the future.” Company: RedEye Name: Rachael Kotadia, Marketing Director Email: [email protected] Web Address: www.redeye.com Address: Electra House, Electra Way, Crewe, CW1 6GL
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