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With Low Inventory Triggers, you can send real-time product recommendations to the most relevant members of your opt-in list based off of items they have recently viewed now being low in stock. You have the ability to customize your low inventory count threshold, user activity look-back window, and minimum view time requirements. Since the templates are fully customizable and are built within Evergage, you also have the flexibility to include different content areas depending on your strategies and goals.
While Evergage has the ability to update recommendations and content at the “send-time” or “open-time”, this triggered email should be set at “send-time” to ensure the most relevant recommendations have been made. The personalized elements in the email are still 1:1, but they are 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. This allows your messaging to stay consistent with current marketing initiatives or promotions.
Your email opt-in list will be used as the segment for this email type.
The analysis of triggered email campaigns should begin with the email Open Rates. Subject lines should be refreshed seasonally (and as need be throughout the season to remove under-indexing Subject Lines) as best practice. This campaign is aimed at driving shoppers back to the site. Click-through Rates become a focal point so it is important to update content zones and specify landing pages regularly.
Templates have the ability to run with multiple recipes; so while the focus of the email is on the individual or group of products within your favorite category however 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.
Here is a checklist of what you need to do in Evergage to create this play on your own site:
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
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
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.
Determine which attributes you would like displayed for the product recommendations e.g. Product Name, Price, Sale Price, Reviews
Configure a Recipe (or multiple recipes depending on the template design) that will be used as the logic that powers the product recommendations
Choose your subject line(s)
True real-time delivery triggered by catalog changes in tandem with recent shopper engagements
Specify any desired email lockout periods
Preview, test, and request for publishing through your Evergage point of contact
The following articles from the Evergage Knowledge Base will provide process steps to help you execute this play:
- Triggered and SmartBatch Email Campaigns
- Configure Settings for Triggered and SmartBatch Email Campaigns
- Create an Email Campaign
- View Email Campaign Data
- Create, Edit, or Delete a Recommendations Recipe
- Configure Item Templates