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Retailers take personalization off the site and into emails

Retail marketers power 1:1 personalization in emails to improve engagement and conversion with Vue.ai.

The big picture

2x

uplift in conversion rate with dynamic personalization

15%

increase in average order value with dynamic personalization

10%

increase in user engagement rate

Personalized emails stand out as one of the most effective, impactful, and strategic ways of ensuring shoppers remain committed to the journey they started on site. These mails result in a 26% increase in open rates and an average increase of 20% in sales. 

Vue.ai has an email personalization solution that helps retailers add 1:1 personalized recommendations to emails.

Vue.ai helps:

  1. Add compelling, personalized content to mails that will improve click rates and increase engagement and conversion.
  2. Use emails as a means to drive cross-product sales.
  3. Use emails as a means to bring shoppers back to the site and as a retention platform.

The need

The first customer is one of the biggest global resale marketplaces. Their business revolves around creating unique and stellar shopper journeys for every customer across channels. Their mission is to drive forward the idea of circular fashion with the help of AI.

The second customer is one of the oldest and biggest diversified global retailers. They operate retail stores across North America. The customer wanted to understand how to improve engagement, conversion, and AOV through email.

The customers wanted data-backed solutions that would:

Would power 1:1 personalization irrespective of where the shopper was engaging

Would provide recommendations to keep shoppers engaged and improve retention

Would adjust in real-time to shopper interests, surface the most appropriate product, and enable product discovery

Show products across categories personalized to shopper style and intent via email

Send styling recommendations via post-purchase emails

The customers partnered with Vue.ai as the solutions offered brought together shopper Intelligence where recommendations match the shopper’s most updated Style Profile, i.e., newly learned preferences and taste, and product intelligence where the AI understands product attributes and builds affinities between them.

Implementation

Vue.ai enables retailers to personalize their emails to every single shopper. Improved engagement and retention. The recommendations on mail will reflect even the last point of shopper’s interaction on the retailers’ website/app, thereby enabling efficient dynamic personalization. Recommendations by Vue.ai are generated dynamically at the time of open. It excludes out-of-stock and unavailable items in the catalog. Vue.ai’s email recommendation also leverages contextual data signals left behind by shoppers and captures their visual interests.

For customer 1, A/B tests were conducted by sending personalized recommendations powered by Vue.ai to one set of shoppers, while another set received emails with trending products that were not personalized. The results show a significant improvement in engagement rate and uplift in click-to-open rate.

Implementing Vue.ai strategies helped the customer see:

  • 1.1M Products discovered through visits via Vue.ai
    - The number of products that users viewed during sessions assisted by Vue.ai’s email solution.
  • 5% of the total revenue is generated by visitors via Vue.ai
    - Revenue from all products that were purchased by visitors who were assisted by Vue.ai’s email personalization solution.
  • 5% of the total visitors to the site come in through Vue.ai
    - The number of visitors to the customers site from users who click on a Vue.ai recommendation.

The customer saw a 53% uplift in CTOR on mails with Vue.ai recommendations and a 62% improvement in engagement rate on emails with personalized recommendations.


Two A/B tests were conducted by the customer 2, to better understand the impact of Vue.ai’s email personalization.

The first A/B test involved powering styling recommendations that showed shoppers a complete outfit for one group, while another received emails with in-house recommendations.

Users engaged (44%) and converted (12%) better with this Vue.ai’s recommendations

Personalized styling options powered by Vue.ai works for improved product discovery and better AOV, For customer 2, for the second A/B test two test groups were sent emails with:

  • Vue.ai’s styling recommendations and
  • Other vendor’s styling recommendations

Users converted better (48%) with Vue.ai’s styling recommendations

Key takeaways

Email marketing has become ubiquitous. Shopping from the inbox offers a superior level of convenience to shoppers. And retailers are recognizing this! Emails sent to shoppers who have dropped off the site, or as post-purchase emails are increasing, and personalization of these emails is resulting in some of the highest open rates when compared to regular marketing emails.

Vue.ai understands data signals collected on your site, so you can personalize every email you send your shoppers with products handpicked for them. These product recommendations are dynamically generated at the time that the shopper opens the email.

Vue.ai ensures that personalization on emails sent is tailored according to shopper style profiles, is based on inventory at the time of open, and has the ability to power a range of recommendation strategies. Vue.ai provides retailers full control over business rules.