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If you've ever built an email campaign, you know it can be a very time and resource intensive process. And that’s before you even think about optimizing a campaign’s content for each recipient. Fortunately, using Evergage for Email to add Promotions – and optionally, Recommendations – to an outgoing email campaign gives you the flexibility to customize each recipient’s experience – all by adding a few lines of HTML from Evergage.

Evergage does all the work for you behind the scenes and delivers your promotions to the email recipient as soon as they open the message. You don't need separate campaigns with separate copy and separate segments; all you need is one campaign to create maximally relevant experiences for every recipient. In addition, you can view detailed statistics on every promotion, so you know what's working and can adjust what isn't.



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This article details how to add promotions to email campaigns.



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Use Promotions in an Email Campaign

Once you have created a promotion, you can add it to an email campaign. You can use the same promotion across multiple campaigns and experiences. For example, in one campaign, you could create a different experience for tablet, phone, and desktop users. Evergage will determine what device the recipient is using to open the email and show the experience optimized for that device. As with any Evergage campaign, you can add rules to target specific segments and A/B test experiences. For additional information, please see the article on Email Campaigns.

If you plan to use dynamic or decisions based promotions, you must designate the same content zone for each promotion. Content zone designation can be done on the Media tab for each promotion in the Evergage Catalog.

  1. Log into Evergage with Campaign Editor or higher permissions
  2. In Channels & Campaigns, select Email then either Triggered Email Campaigns or Open Time Campaigns
  3. Click NEW CAMPAIGN
  4. Click Add New Block 
  5. Change the block Name from Item Block 1 as needed
  6. Select the Item Type as Promotion
  7. Select the Promotion Type
    1. Static - this option will always display the same media within the campaign experience
    2. Dynamic - this option will vary the media displayed within an experience based on a schedule that you define when you create promotions and content zones
    3. Decisions - this option creates promotions that are driven by the Contextual Bandit algorithm which displays the promotion most likely to resonate with the recipient
  8. Select the Promotion or click  to add a new promotion from this screen
  9. Select the Image or click  to add a new image from this screen
  10. Add Image Alt Text as needed
  11. Select Hide Block for this Experience if you want to hide a block for one experience and show it for another experience and A/B test results
  12. Click Add New Block to add additional item blocks to your email campaign with personalized recommendations. You can select Email Item Templates available in your dataset
  13. Click  next to Experience 1 to add another experience that you can configure for different recipients of the same campaign. You can also add other experiences to A/B Test the promotion with email recipients
  14. Name the campaign and click SAVE or SAVE & CLOSE

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Use Contextual Bandit to Serve Email Promotions

Before you can use the Contextual Bandit algorithm to serve Open-Time or Triggered email promotions, you need to do the following:

After you create a new email campaign or edit an unpublished email campaign, you can configure the promotion block to use the Contextual Bandit algorithm to select the promotion that is most likely to produce the highest value for your company. For more information on previewing a promotion in an email campaign, please refer to the following articles and sections: Create an Email Campaign > Preview an Email Campaign or Create an Open-Time Email Campaign > Simulate Email Content.

  1. Complete steps 1-6 as described above
  2. In step 7 above, select Decisions
  3. Select the Content Zone you added on the Media tab in the Evergage Catalog for each promotion you want to serve
  4. If you are A/B testing using a Contextual Bandit feature subset, select the Bandit Feature Subset you configured in Decisions > Feature Engineering. If you do not select a Bandit Feature Subset, the Contextual Bandit will use the Primary Configuration

    Note

    Optimal Contextual Bandit performance is achieved by including the full feature set


  5. Continue with step 10 above

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