Our Favorite Triggered Email Recommendation Touchpoints
With Fresh Relevance, you have unlimited use of Product Recommendations.
We know that tactful placement of Recommendations across your email campaigns both enhances the customer journey as well as revenue, but where to start?
In this Article we look at our favourite touch points to enhance your marketing, and our recommended tactics and best practice for each.
If you have any questions about how to implement these tactics, please contact [email protected]
OUR BEST PRACTICE GUIDANCE
How to maximize your ROI
Your Campaign Review
Before adding Recommendations, it’s worth reviewing your email campaigns to see where these will most aid your customer, as these will likely see the highest ROI. Understanding your customer journey and the touchpoints within is crucial to effective design and prioritization. Some example questions to ask yourself:
- What trends can you find in your email Analytics? Which campaigns tend to get the most reach / engagement? Which campaigns could stand to improve the most?
- What is your Campaign Goal? Each campaign will have it’s own purpose, being clear on what that is will help you align the best tactic(s) to leverage. Cart Abandonment emails might suggest similar alternatives, whilst a post-purchase email might focus on product replenishment
- What do you already know about your customers? Each customer base will have different motivations that you can leverage. For example, do your customers have strong category affinity? If so, we should consistently target those preferences. Do your customers have a long consideration phase? If so, showing recently or most viewed products can be effective.
- What common objections do you have? Consider displaying products to address these e.g. if price points are highly compared with other brands, we could recommend lower priced or price dropped products
Remember that you can use multiple SmartBlocks of recommendations on the same page e.g. In cart abandonment emails, show Similar Products to the current cart AND items that were recently browsed, but not carted, to help customers discover new products and re-evaluate alternatives.
Top Tip!
Optimize your ongoing email campaign recommendations by using our Multi-Armed Bandit tool
Your Campaigns
Cart Abandonment Triggered Emails
There are several reasons why a visitor might cart items and not go on to purchase. They may simply have gotten distracted, so showing the abandoned products will draw customers back to site. But what about those who abandonned because they were unsure that they’d found the right product?
The following tactics can help a customer find the right alternatives, or even showcase complimentary items to completely fulfil a customers needs:
- Similar products (Last Abandoned Cart) Data Source will use textual AI to select similar products based on their names, descriptions and product Tags
- Upsell related products by showing products that are regularly purchased together using our Purchased with Current Cart Data Source
- Encourage customers to cart more items to reach a Free Delivery threshold by dynamically price filtering recommendations to show those which will get them there
See our handy guide here - Show previously browsed, but not carted products by using Frequently Browsed (Dynamic) and Recent Activity filter to exclude items have had been recently added to their cart
Browse Abandonment Triggered Emails
Compared to Cart Abandonment emails Browse Abandonment emails tend to target customers who are still in the consideration stage of their purchase. As such social proof tactics can be especially effective.
- Show Best sellers in the abdandoned category by using frequently recommended and Custom filtering
- Similar products (Last Abandoned Browse) Data Source will use textual AI to select similar products based on their names, descriptions and product Tags
- Increase AOV by showing similar products of a higher price point. Simply combine our Similar Products Data Source and Price filter.
Top Tip!
Consider sending different programs to first time browse abandoners compared to those who have re-visited your site.
Post-Purchase Triggered Emails
Post Purchase emails sit in addition to your existing transactional emails, enhancing the customer journey and keeping you top of mind as the ‘go-to retailer’. These can even be triggered months or years after a purchase has been made. Post-purchase touchpoints are an essential component for turning first time purchasers into loyal customers
- Drive replenishment by re-recommending the purchased products.
Top Tip! Use Marketing Rules to target this only to those who have purchased replenishable goods, so that customers who’ve bought one-off items can be shown a different tactic - Show products that are ‘Purchased together’ by using our AI Data Source based on your live purchase data
- Complete the set recommendations can be incredibly effective to high value purchases. Reach out to [email protected] for guidance on how best to set this up for your business
- Similar products (Last Purchase) Data Source will use textual AI to select similar products based on their names, descriptions and product Tags.
- Leverage AI to show what other products customers go on to purchase by using our ‘After viewing this, people buy’ Data Source
Other Behavioral Emails: Price Drop, Back in Stock & Low Stock
It’s exciting times launching new products, categories or Brands. It’s not so exciting to manually curate recommendations.
Here’s our top tactics which are super easy to implement
- Auotmatically display New Products, either across all products, or limited to specified brands or categories. Simply combine the relevant Tag (Category) filter with our New Products data source. This will automatically display the latest products to have been added to your product database in Fresh Relevance with the relevant brand or category
- Show other best Sellers within the Category by using the Frequently Purchased Data Source, and filtering to the category or brand of the Launch