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With New Arrival in Favorites Category triggers, you can send real-time product recommendations to the most interested members of your opt-in list. These recommendations are based on each recipient's category affinities and the new additions to your catalog in those categories. Since the email templates are fully customizable and built within Evergage, you have the flexibility to include different content areas depending on your strategies and goals.

While Evergage can update recommendations and content at either “send-time” or “open-time”,  this triggered email should be set to update at “send-time” to ensure the most relevant recommendations are made. The personalized elements in the email are still 1:1, but they are only influenced by the behavior of the recipient at the time the email is sent, not each time it is opened.

For this triggered email, “open-time” scheduling should be limited to content zones when applicable so the messaging stays consistent with your current marketing initiatives or promotions.

New Arrival in Favorites Category affinities are tied to the leaf-level category ensuring product recommendations are as relevant as possible.

CategoryTriggered EmailVerticalE-Commerce
TopicUse New Arrival in Category triggers to send real-time email messages that alert your shoppers of new products in their favorite categories ID #323
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Example

In this example, the email is delivered in real-time and includes product recommendations that are generated at send time, however, content zones may be generated at open time. The single qualifying product is pictured in the first product slot, while the additional three recommendations are powered by a separate, supporting algorithm. Limiting the triggering qualifications to a single product ensures more shoppers will receive the highly relevant triggered email.

The content zones should speak to the overall messaging and purpose of the triggered email, such as: “New Arrivals Alert! Get First Dibs!" and should help support the subject line(s) that resulted in the open in the first place. The click-through URL is set to land on the website’s “New” category. You can include a second content zone to serve as a reminder of other ongoing promotions such as free shipping.

Segment

Your email opt-in list will be used as the segment for this email type.

Measure

The analysis of triggered email campaigns should begin with the email open rates. As a best practice, refresh subject lines seasonally (and throughout the season) to remove under-indexed subject lines. The campaign highlighted in this playbook is designed to drive shoppers back to your site. Click-through rates become a focal point, so it is important to update content zones and specified landing pages regularly.

Templates can run with multiple recipes. While the focus of the email is on the individual or group of products within the recipient's favorite category, as with all Evergage email campaigns, you have full control over the recipes that power the product assortment shown.

The results should be a more valuable email (RPU) that drives significant engagement metrics (open rate, click through rate) by delivering relevant content in real-time without placing a burdensome workload on your team.

Setup


Process

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

  1. While out of the box functionality is available, a site audit is necessary prior to campaign configuration. The audit will need to be completed by your Evergage team

  2. Automate the delivery of an email subscriber feed. This can be a list that is updated by and opt-in and opt-out feed incrementally or a complete subscriber list each time. The feed must be updated every 10-days to remain CAN-SPAM compliant

  3. Design an email template and/or leverage an existing Evergage template. This includes the configuration of the navigation bar, any content zones (and related click-through URLs), the layout of the recommendations and desired image size, as well as the header and footer copy if desired.

  4. Determine which attributes you would like displayed for the product recommendations e.g. Product Name, Price, Sale Price, Reviews

  5. Configure a Recipe (or multiple recipes depending on the template design) that will be used as the logic that powers the product recommendations

  6. Choose your subject line(s)

  7. True real-time delivery triggered by catalog changes in tandem with recent shopper engagements

  8. Specify any desired email lockout periods

  9. Preview, test, and request for publishing through your Evergage point of contact