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With Back in Stock 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 viewed recently that had been out of stock and have since been replenished. You can customize the user activity look-back window and minimum view time requirements. Back in Stock will only qualify the products that meet the requirements and have not been previously purchased. Since the templates are fully customizable and built within Evergage, you have the flexibility to include different content areas depending on your strategies and goals.
While Evergage can update recommendations and content at the “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 to current marketing initiatives or promotions.
Alerting visitors immediately when an item they had previously viewed is back in stock is a great way to motivate them to purchase the item. After all, they missed out before, they won’t want to miss out a second time. Consider leveraging Co-Browse recommendations in supporting recipes to offer additional items that might be of interest to the visitor.
Example
In this example, this email is delivered in real-time and includes product recommendations that are generated at send time, however, 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. Limiting the triggering qualifications to a single product ensures more shoppers will receive the highly relevant triggered email.
The content zones should speak to the overall messaging and purpose of the triggered email, such as: “They’re Baaack!” and should help support the subject line(s) that resulted in the open in the first place. Leverage additional content zones within your email template to alert your shoppers of current marketing initiatives and/or promotions.
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 the email open rates. As a best practice, subject lines should be refreshed 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 specified 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 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.
Setup
Process
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
Reference Materials
The following articles from the Evergage Knowledge Base will provide process steps to help you execute this play:
Overview
Content Tools