Interaction Studio Classic Only
This use case is for customers using Interaction Studio Classic (formerly Evergage Classic) ONLY. For customers using the Interaction Studio 'Campaigns and Templates' application, refer to the Use Case Library instead.
With Price Reduction Triggers, you can send real-time product recommendations to the most interested members of your opt-in list. These recommendations are based on items they recently viewed that have had a recent price reduction. You can customize the percent reduction threshold, user activity look-back window, and minimum view time requirements. Since the templates are fully customizable and built within Interaction Studio, you have the flexibility to include different content areas depending on your strategies and goals.
While Interaction Studio 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.
Alerting visitors immediately when an item of interest has a price reduction is a great way to motivate them to make a purchase. Maybe the customer felt the price was too high for the item’s perceived value. Or maybe the price was beyond the customer’s budget. Whatever reason caused the customer to hold off, seeing the price drop can encourage customers to take that leap and convert.
Example
In this example, the email includes product recommendations that are generated at send time, however, the 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. The supporting products may also be from a sale or clearance category to ensure you are casting a wide net of recommendations, all at value prices. Alternatively, you could omit any additional recommendations that could distract shoppers and keep them focused on the sale item. In both cases, limiting the triggering qualifications to a single product ensures that more shoppers will receive the highly relevant triggered email. For items on sale, you could include the old price, the new price, and the percentage it decreased.
The content zones should speak to the overall messaging and purpose of the triggered email; in this case “The temperature isn't the only thing dropping today”. They should help support the subject line(s) that prompted the recipient to open the email in the first place. Leverage the content zones within your email template to alert your shoppers of current marketing initiatives and/or promotions. Top content zones may also click through to the landing page for all sale or clearance products.
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 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 specific 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 Interaction Studio 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 Interaction Studio 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 Interaction Studio 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 Interaction Studio 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 Interaction Studio point of contact
Reference Materials
The following articles from the Interaction Studio Knowledge Base will provide process steps to help you execute this play:
- Triggered Email Campaigns
- Configure Settings for Triggered Email Campaigns
- Create an Email Campaign
- View Email Campaign Data
- Create, Edit, or Delete an Einstein Recipe
- Configure Web Item Templates
Overview
Content Tools