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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.
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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 subtly remind browsing visitors of an email promotional offer on certain product detail pages to maximize impact. If the offer has a threshold, like "spend $50 and receive 5% off", adding a callout that tells visitors how close they are to reaching that threshold will encourage them to convert at a higher rate.
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 a 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 of visitors who have viewed at least a product but not added to cart today
- Create one campaign with one experience and a popup message
- Add a campaign-level rule, qualifying visitors based on segment membership
- Add a message-level rule to display the message no more than 2 times per visit
The following articles from the Evergage Knowledge Base will provide additional information about this play: