Blog Combining Web and Email Strategies for “Perfect Customer Engagement”
There are many ways in which marketers are engaging with their customers, here are a few scenarios.
The first scenario would be a web marketer who has integrated a personalization strategy on their website. They will be collecting and analyzing behavioral data of visitors and using this to make decisions on which products or content to serve to them for best results.
The second scenario is the email marketers who is segmenting campaigns based on purchase categories or demographics, using timely trigger emails, perhaps a shopping cart abandonment program (very smart, very worthwhile), and maybe even employing A/B or multivariate testing.
The third scenario is the ultimate marketer who combines both their web and email efforts to create the perfect customer engagement model. Let me explain how this is done!
Why push personal product recommendations in email?
By pushing personalized content into your email marketing platform, merchants can make use of the unique and increasingly valuable behavioral data given freely by your customers and those known to supercharge your return on investment and click through rates. 14% of US retailers view personal recommendations in email as the most successful channel for ROI.
Smart retailers are moving away from a “spray’n'pray” email marketing approach having found that blast email approaches work for a while and then degrade. It’s what we call in the industry, “list fatigue” and the use of segmentation is growing as a means to combat it. While 42% of retailers use segmentation in their campaigns, recipients are usually segmented by demographics, location or some other criteria that places them in a large group with other people. Creating smaller segments is time consuming and inefficient.
By integrating personalization technology into their email marketing platforms, retailers can automatically send to a segment of one. A unique email to each and every recipient can now be produced with customer preferences such as colors, brands, size or style, or any other implicitly or explicitly declared information which is put through your choreographed personalization strategy.
How do you integrate personal recommendations into emails?
Simply through the wonder of APIs! These allow Emailvision’s personalization technology, PredictiveIntent, to tell your email platform which product data is needed for each recipient. By creating a set of logic for a campaign (i.e. show relevant cross-sells, make sure they’re similarly branded and are in the same price range) the logic calculates suggestions for each recipient, linking together onsite behavior with an email address or using more crowd-based or historical data for those recipients never even seen on the site.
Once we’ve sent the email platform 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.
Not only does your recipient receive a personalized and much more relevant email, but you’ll also gain higher click through rates and more revenue for each campaign while you are using different logic configurations (such as minimum price filters, product margin filters, etc…) to consciously ensure your reaching your sales goals.