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Interaction Studio Classic Only

  • This use case is intended for customers using Interaction Studio (formerly Evergage Classic) ONLY. For customers using the Interaction Studio 'Campaigns and Templates' application, refer to the Use Case Library instead.
  • The Visual Editor Chrome Extension will no longer be available starting January 1, 2023. For more information, see this knowledge article.

Email marketers have long faced limitations regarding the personalization of their messages. Historically, mapping specific items to specific targeted groups or individuals could only be done at the time of deployment. Using Interaction Studio Open-time Email, you can configure email messaging content to dynamically update based on the actions of each recipient.


CategoryEmailVerticalDemand Generation
TopicDynamically promote blogs, videos, and whitepapers using Open-time EmailID #302
Sections in this Article

Example

You can use Open-time Email to promote a specific item like a blog, video, or whitepaper 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 item 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 item that will show in the event that the recipient doesn’t have an activity history on your site.


Segment

To achieve this personalization strategy, utilize segments that identify visitors who have viewed the particular items you are promoting so you can point them toward a different item of interest.



Alternatively, use segments based on industry to deliver content that will most resonate with individuals in that field.


Measure

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 form fills for demo requests, pricing requests, or whitepaper downloads) related to these content items.


Setup


Process

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

  1. Create segments in Interaction Studio related to web activity tied to items you will be promoting and/or segments related to visitor industry (pulling from Interaction Studio’s B2B Detect feature)
  2. Create an email campaign in Interaction Studio with multiple experiences to display follow-up content items related to initial click/view activity and/or industry

Reference Materials

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