For content you are sending regularly, consider using SmartBatch to prevent over-messaging. With Smart Batch, you can configure rules so Evergage selects a portion of your list to receive a targeted, personalized message.

 


CategoryEvergage for EmailVerticalE-Commerce
TopicKeep current shoppers engaged and re-engage shoppers who have lapsedID #331




Example

Suppose you plan to send something every month so you want it to be relevant to each member of your list. You can vary the subject line, recommendations, and bottom hero based on the gender affinity of each recipient, while also providing a default experience if the recipient doesn’t have a strong enough affinity in the last month of activity.

In this example, experience 1 would be the Women’s Store Experience and would be selected for shoppers who exhibit strong female affinities in their shopping habits. These recipients would see recommendations from the women’s store, a bottom hero from the women’s store, and a related subject “Runway-worthy Fashions Selected Just for You.”

Shoppers who exhibit male shopping habits, would receive Experience 2, the Men’s Store Experience and would see recommendations from the men’s store, a bottom hero from the men’s store, and a subject line directed at men.

The Default Experience, experience 3, would be sent to visitors who have not shown a strong affinity for a particular gender. These shoppers will still receive an email with personalized recommendations, but the email will include a generic hero (in this example, one about travel) and subject line.

Segment

For this play, you need to segment users to split the audience experience:

  1. Create a segment of gender affine users for female visitors (i.e. favorite items with favorite gender is female measured by time viewing in the last 30 days)
  2. Create a segment of gender affine users for male visitors (i.e. favorite items with favorite gender is male measured by time viewing in the last 30 days)

Measure

Clickthrough rate of this email series (pre/post, or include a control)

Setup



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

  1. Configure the trigger

    1. Choose bulk email as the trigger type

    2. Choose the timing to be one time only (e.g. immediately or once at a specific time) or a Recur pattern (i.e. the first Monday of the month at 10AM)

    3. Select the Subscriber List

  2. Create a recipe for each audience

    1. Use an ingredient such as Collaborative Filtering (this ingredient will make personalized recommendations based on the related aspects of each shopper’s behavior), or Any Eligible Item (this ingredient helps to fill out Recommendations if there isn’t a full complement of results, but they will not outweigh any items)

    2. Add a Gender or Category inclusion for each gender or category (in this example, experience 1 is directed towards shoppers with an affinity for women’s items, so the recipe you use for that experience should have a gender inclusion for “female”)

    3. Add a Booster, such as Related Information for Category item types, including an anchor for recently spent time viewing, and boost nearby categories by distance

    4. Consider adding a Randomized Variation to ensure a variety of recommendation results

  3. Segment users to split the audience experience

    1. Create a segment, such as gender affine users for female visitors (i.e. favorite items with favorite gender is female measured by time viewing in the last 30 days)

    2. Create a different segment, such as gender affine users for male visitors (i.e. favorite items with favorite gender is male measured by time viewing in the last 30 days)

  4. Configure each experience

    1. In our example, create 3 experiences for this campaign: Women’s Store Experience, Men’s Store Experience, Default Experience

    2. Create a subject line targeted to each audience group (see Example section for ideas)

    3. Vary the hero image based on the audience (see Example section for ideas)

    4. Set up recommendations by using the recipe created in step 2 for each audience group

  5. Configure campaign and experience rules

    1. Set the Test Mode to be rule-based with a percentage based Control Mode set to 0%

    2. For the gender specific experiences, add a rule to restrict the experience based on Gender affinity and choose the appropriate gender based on the experience

    3. Add a per-experience control so you can measure the effectiveness of the campaign

  6. Ask your customer success representative if you’d like to also create a simple email engagement funnel so your SmartBatch messages go out at your chosen cadence. For example, you could send messages every:

    1. 1 week - for shoppers with recent browse or purchase activity (within the last 30 days)

    2. 2 weeks - for shoppers who have clicked a batch campaign but haven’t purchased or had sufficient browse activity

    3. 4 weeks - for shoppers who have opened a batch campaign but haven’t clicked anything

    4. 8 weeks - for shoppers who have never opened a batch campaign

  7. Test and send your campaign

    1. Test each experience with users from each segment

    2. Confirm the messages look as you intended

    3. Send the emails when you are satisfied with the results



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