So, your onsite personalised recommendations are working – you’re collecting and analysing behaviour, and deciding which products or content are the most effective to show to each and every user, depending on your goals and their behaviours.
You’re also quite advanced with your email marketing – segmenting based on purchase categories or demographics, trigger emails and so on.
How can retailers connect the two together?
Personal Product Recommendations in Email
By pushing personalised content into their email marketing platform, retailers can make use of the unique and valuable behaviour data given freely by customers and those known to the retailer to supercharge return on investment and clickthrough rates. 14% of US retailers view personal recommendations in email as the most successful channel for ROI.
Why?
Retailers are moving away from a spray’n'pray email marketing approach – having found that blast email approaches don’t work that well, the use of segmentation is growing (42% of retailers use segmentation in their campaigns).
But recipients are usually segmented by demographics, location or other criteria that places them in a large group with other people. And retailers don’t like to create segments too small, asit would be ineffecient to create hundreds of emails for each campaign.
But by connecting personalisation technology to email marketing platforms, retailers can send segment of one emails to each and every recipient, taking into account their colour and brand preferences, shoe size or any other implicit or explicitly declared information. Usually, this would just be product recommendations however could create a completely personalised email, from product suggestions right down to text, images and call to actions.
How?
Through the wonder of APIs! These allow our core software to tell your email platform which product data is needed for each recipient. By creating a set of logic for a campaign (e.g. show relevant cross-sells, make sure they’re own brand and are around the same price) our new LPS calculates suggestions for each recipient, linking together onsite behaviour with an email address or using more crowd-based or historical data for those recipients we’ve never seen on the site.
Once we’ve sent the email platform the data (in the form of a product image URL, a product page deep link, the price and the product name), retailers can then design or use existing email templates by inserting merge tags, which are replaced for each email that goes out with the relevant information.
What?
Not only does your recipient receive a personalised and relevant email, but you can realise higher clickthrough rates and higher generated revenue from each campaign, whilst using different logic configurations (such as minimum price filters, product margin filters, etc) to consciously ensure your business goals are met.
Next Steps
To find out more about how PredictiveIntent’s personalisation technology can personalise digital touchpoints for the individual, contact us today.