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Personalize your emails based on browsing and purchasing behavior across both online and in-store data. Email content is determined at open-time making it immediately relevant to the shopper’s most recent behavior and the retailer’s up-to-date merchandise when they view your email.

 

Category

Extend Personalization/Machine Learning

Open-Time Email

VerticalRetail, E-Commerce
TopicRecommend the most relevant products or promotions to shoppers at email open-time, based on shopper’s real-time browsing behavior, actions, and recently viewed products.ID #2313
Sections in this Article

Example

Content, copy and recommendations displayed in a common marketing email template cater to the recipient’s interests and affinities in real time. After the shopper receives the original email and opens it, she does some additional browsing and may make a purchase. When she opens the email again, the recommendations are updated to reflect her recent activity so the suggestions are relevant to her current shopping habits.




Segment

No segment is required for this play.

Measure

Leverage clickthrough rate to understand engagement, but also focus on conversion rate and revenue per user to understand the campaign’s impact. Increased average order value is also a key indicator of success of this campaign.

Setup

Process

Here is a checklist of what you need to do in Evergage to create this play on your own site:

  1. Whitelist Evergage’s IP Addresses (209.6.1.162 and 52.44.37.68) on your image servers to ensure rendering

  2. Determine the email template or design that will utilize the open-time recommendations

  3. Create an item template if one isn’t available already

  4. Create a recipe specific to the open-time campaign if there isn’t one you can utilize already

  5. Create the open-time campaign, using the recipe and template previously mentioned

  6. Conduct testing on the recipe and overall email structure to ensure proper rendering across email clients and devices

  7. Launch!

Reference Materials

The following articles from the Evergage Knowledge Base will provide process steps to help you execute this play: