Online retail marketers have access to a wealth of data which can be used to send highly-personalised, one-to-one messaging at times that matter the most to their customers. This can improve customer relationships and generate excellent returns. That’s the theory anyway.
Sadly, reality can prove much more challenging. The education, investment, infrastructure, and, of course, implementation of it all is no easy feat. In order to be successful, you need three key sets of tools:
But let’s look at the personalisation tools, as that’s the interesting AI part that you’ve really come here to find out about.
Personalisation using AI
As we all know, the most-effective content is personal to a particular recipient. And, for retail marketers, this can easily be achieved at scale through Artificial Intelligence.
With a simple but powerful piece of technology tracking your website, you can created automated product feeds for your emails that recommend products based on a recipient’s browsing activity.
You can use these product feeds as part of a dedicated series of automated emails, or simply as more effective content for your day-to-day emailing. You can use as many feeds in the same email as you like, so you could mix and match content types to make emails even more engaging. Each feed personalises per each recipient on send, brilliant!
Promote the products that a recipient has previously looked at on your site using an automatic content feed in an email that’s personalised with. This can be used in a specific triggered email or simply as personalised content in a standard dispatch, go as wild as you like!
People Like You Buy
Give personalised recommendations of products based on what the recipient has previously bought, based on what similar customers often go on to purchase.
People Buy These Products With
Hopefully you’re sending post-purchase, triggered emails. But why not up your game and include a feed with personalised recommendations based on what other customers usually purchase in addition to a particular product. Driving additional revenue, and keeping the customer loyal to your brand – ideal!
Purchased After Viewing This
Similar to the feed above, you could always recommend similar items that people who have viewed the same item as a recipient went on to view after. This feed can be extra useful when combining into a Browser Abandonment email.
This is being used more and more by retailers. This is where you use content feed in an email that’s populated with products that are trending on your site at the recipient’s time of open. Who doesn’t love crowdsourced trends that are uniquely recommended to you? The Trending Products Feed is often a high-performing automated content feed.
Highest Value Upsell Feed
Have you ever needed a quick booster towards the end of the month in order to hit your targets? This feed could be just the one you were waiting for. A feed that selects the highest value products for an associated product and automatically generates email content based on these high value products.
Recently Carted Feed
Placing an automatic content feed in an email that’s personalised with products a recipient has previously placed in their online shopping basket (but did not purchase). It’s like dynamic content but it’s automated and in real-time!
Wish List Feed
The ability to place an automatic content feed in an email that’s personalised with the products a recipient has placed in their individual wish list. Wish List Feeds can be used to send ‘treat yourself’-style emails – which could work well in anniversary-related campaigns.
Communicator will be presenting at the Figaro Digital Marketing Summit on 26 April 2018. Click here to see the full agenda and to register.