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For many retailers, email is a main driver of visitors to your site. These emails can be promotional or transactional such as a coupon that can be redeemed on a subsequent purchase. The goal is to get potential buyers to click the CTA that links them to a targeted part of your site and ultimately make a purchase after they arrive. However, it is easy for visitors to get distracted while on the site and forget about the offer or reason they visited the site in the first place like the coupon that was offered in the email.
Presenting a cohesive, personalized experience from email campaign through promotional messaging on your site that is specific and relevant to the individual shoppers’s journey can prompt these shoppers to become buyers sooner and make your marketing efforts more successful.
With Evergage’s real-time personalization platform, it is easy to identify visitors from various marketing channels based on the UTM parameter in the landing URL. This means that you can identify the visitor when they arrive on your site because the UTM parameter is still part of the URL. Evergage stores this information on the visitor's profile so you can refer to it again. Using this feature, you can present the email promotion across various points in the visitor's shopping journey within current and subsequent shopping sessions.
For example, you can show visitors who received a email campaign about free shipping an infobar on the top of the page that reminds them of that free shipping offer as they view items on your site. At the same time, you can show visitors with a coupon an exit popup to encourage them to convert. Showing these reminders minimizes distractions, prevents bounce and increases conversions.
Segments are variable based on the stage of the visitor's journey. For example, for browsing visitors, create a segment of those who have viewed at least one product, but not added to cart today.
This campaign’s effectiveness can ultimately be measured by tracking revenue per user, conversion rate and average order value. Comparing engagement of visitors exposed to these campaigns versus control will also be a valuable measure.
Here are the high-level process steps you should follow to execute on this play:
- Create the segment based on the stage of the visitor's journey and the related marketing campaign
- Create one campaign with one experience and an infobar message
- Add a campaign-level rule, qualifying visitors based on segment membership
The following articles from the Evergage Knowledge Base will provide additional information about this play: