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Historically, marketers have faced limitations in email personalization. Targeting certain groups or individuals with specific offers that resonated with each recipient was time and effort prohibitive. With Evergage for Email, you can take the next step forward and in a fraction of the development time required for traditional email marketing, provide each recipient offers that dynamically update every time the email is opened or refreshed.
You can use Evergage for Email to promote a specific deal or property location within a set area of your email campaign. Once the recipient clicks the item to view it on your website, the email dynamically updates to promote a different related deal or location based on previous activity on your site. You won’t need multiple email campaigns to accomplish this, since all of the changes happen within the same email message. You can configure a fallback deal or item that will show in the event that the recipient doesn’t have an activity history on your site. Alternatively, you can configure the email to show imagery related to each recipient’s geographic location, which will play on the desire to “escape” during particularly harsh weather seasons.
There are two ways you can use segments to accomplish this play:
- Create a segment of visitors who have viewed the specific properties you are promoting. These segment members will see the related properties in the email
- Create multiple segments of visitors based on their specific geography then show deals or properties most relevant to each recipient's location
Success would be measured in the clickthrough rate related to that element of the email campaign (indicating relevance of content) as well as increased web visitor engagement and/or an increase in the goals (perhaps bookings) related to these content items.
Here is a checklist of what you need to do in Evergage to create this play on your own site:
- Create segments in Evergage related to web activity tied to items you will be promoting and/or segments related to visitor geography (pulling from Evergage’s location tracking feature)
- Create an email campaign in Evergage with multiple experiences to display follow-up content items related to initial click/view activity and/or geography