Using Personalization for Persuasive eCommerce Email Marketing: A Guide3 min readReading Time: 3 minutes
The retail world may have moved into a new decade full of innovation, but one thing that has retained its stronghold over communication even today: emails. The more personalized emails are, the better. In fact, about 73% millennials prefer communicating with brands through email over other mediums. But how does one get past being left unread in the dreaded promotions tab? Can personalized emails go beyond promotions and make a difference to a brand’s bottomline?
Personalized Emails: The Subject Line
This one’s a no-brainer, considering the number of tools available today. Simply plugging in their first name or acknowledging a special occasion—like a birthday—could be the difference between shoppers opening emails and leaving them in their inbox.
Brevity In Personalized Emails
Less is more. And email marketing is one of the biggest examples of this proverb. Making emails more visual can help keep the word count low while showcasing products that are immediately relatable to the shopper.
Understanding The Shopper
Personas are passé. To really strike a chord with shoppers, retailers need to know them on a 1:1 basis. Highly personalized email content, especially product recommendations that are personalized for every shopper, are the way to go. 65% of email marketers say dynamic content is their most effective personalization tactic. That said, only 39% of online retailers send personalized product recommendations via email. What if AI could come to the rescue?
The AI-Driven Solution For Personalized Emails
Vue.ai’s personalized email solution is the world’s first AI-powered, visual preference-driven tool that allows retailers to follow shoppers, right into their mailbox. Built on artificial intelligence, the solution understands behavioral triggers and visual affinities of shoppers to provide highly relevant product recommendations through email. This ensures that shoppers convert and come back for more.
How Personalized Email Recommendations Work: Shopper Profiles
The email recommendations are a part of Vue.ai’s Personalization suite that can power 1:1 personalization across channels, taking into account every shopper’s preferences. This, along with the shopper’s browsing history and category and brand affinities go into their Shopper Profile.
The A.I. uses Shopper Profiles to serve personalization in emails. These product recommendations are rendered in real time when the shopper opens the message. This makes sure that they always see the most relevant and in-stock recommendations.
For a fashion resale marketplace based in the United States, 3.3% of the total visits to the site comes in through Vue.ai’s email recommendations.
Personalized Recommendations in Emails: Ideas
- Handpicked curations and trending product recommendations in promotional emails, to pique shopper interest.
- Styling and outfitting recommendations in order confirmation emails, to inspire fashion shoppers to buy whole ensembles.
- Visually similar products in order cancellation emails, to help them get closer to what they’re looking for.
- Cart abandonment emails to remind shoppers of what they’ve left behind and nudge them to come back to the site.
Click here to learn more about how personalized email marketing can dramatically increase ROI through true visual personalization – email personalization that leverages advanced data and Artificial Intelligence to show highly relevant products that are mapped to each shopper’s preferences and intent.
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