Read the story behind it…

Demonstrating a return on investment is a powerful story to tell, but a difficult one to pull off. Here, I tell a plausible story about how an email marketer might use the Anomaly Detection in Programs service to make the point. I increase the emotional impact of the use case by placing the reader as the protagonist in this story of a big promotional event and an even bigger positive email response.

Audience: Email marketers who run automated email marketing programs.

Noteworthy: The customer results reflected in the screenshots that appear in this article are not real. They are based on UX wireframes that I modified in Snagit to fit the story line. The story line is based on projections from initial field testing by beta customers. Previously, I had spent a lot of time consulting with the UX team to provide guidance on UI terminology and layout, so I had the Sketch wireframes close at hand when it came time to tell the story.

Tools:

• Markdown in Zendesk for authoring
• MS Word and Adobe Acrobat, for reviews
• Techsmith Snagit for screen capture, editing, and annotation

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What is Anomaly Detection in Programs?

Programs are automated email campaigns that marketers can design to run automatically and interactively. They are capable of automatically sending different follow-up emails depending on how email recipients respond.

Anomaly Detection in Programs monitors outbound email delivery and inbound responses. It uses AI-supported algorithms and statistics to predict behaviors and identify anomalies – defined as behaviors and actions outside of the boundaries of the model’s predictions.