Email Personalization: Dynamic Content in Listrak Composer

Retailers currently using Listrak’s Personalization Suite to deliver individualized content and product recommendations to shoppers on their list already know the benefits of tailoring messages to each subscriber. The results speak for themselves- higher click-through rates, increased conversion rates and higher average order values - just to name a few of the metrics that we see impacted with a 1:1 personalization strategy in the email channel.

But sometimes personalization in email calls for strategies that address groups of people. Some of our clients have been taking advantage of Listrak’s dynamic content tool with great success. And now it’s even easier to integrate dynamic content into your overall email strategy with dynamic content in Listrak Composer. Easily choose segments of your list and assign tailored content and imagery all within our drag and drop email editor. If you haven’t yet incorporated dynamic content into your broadcast marketing sends or triggered programs, below are four strategies to consider to get you started.

Tailor Promotions to your Core Send Groups/Buyer Groups

Many retailers have core segments or buyer groups that they send to on a regular basis. When you have several different promotions to run in a single message, you want to tailor the content in the email to match previous shopping/buying behaviors to maximize engagement. Use dynamic content to select who should see what in their inbox. If a subscriber’s behavior shows they have no interest in a certain promotion you are running, the dynamic content tool will exclude that piece of content and scale the email appropriately. This helps to focus the message on the broader behaviors of the core send groups and helps to minimize distraction. Today’s consumer has an attention span of less than ten seconds- there’s no room for clutter.

Interest Level Hero/Lifestyle Imagery 

Shoppers are looking to brands to show them how their products fit into their lifestyle. If a shopper can’t clearly understand the benefit or see themselves using your products, they aren’t going to buy from you. As a marketer, it is your job to show engaged subscribers how your product, service or offering can become part of their lifestyle. Make sure the imagery in your email speaks to subscriber’s preferences. Subscriber interests can be derived derived from self-identified preferences (i.e. Checking “Running” as an interest in your preference center) or from behaviors (i.e. Browsing only Running items) In either case, listen to what the subscriber is saying and show imagery that resonates. Ditch that one size fits all hero image every so often and watch your message engagement increase.

Category/Brand Level Call to Action
This is a great strategy to run in tandem with individualized product recommendations. Choose a few of your top categories or brands and target your subscribers who frequent them. Pair this with some 1:1 product recommendations and you will deliver a message that clearly shows that you understand your shoppers. Today personalization is expected, by millennials especially. Take some time to use dynamic content and create a few category level or brand level banners and match them to segments that browse or buy from those brands or categories frequently. This is also a great strategy if you have several new arrivals across your product offering. You can feature brand specific or category specific new arrivals to the groups who care the most.

Tailored Incentives

Not every subscriber needs 20%. Some might be enticed to convert with free shipping and others might need to be shown 30% before they purchase. To protect margin and still maximize conversion create a few incentives for your next promotion. Test a discount ladder based on customer and shopper lifecycle. Deliver free shipping to those shoppers who don’t need a huge push to buy from you again and only show the 20% + to subscribers who have lapsed in their behavior. The other less commonly tested strategy is to flip this concept on its head. Deliver the best offer to your best customers (and make sure to tell them- so they feel appreciated). Then try a mystery offer for the rest of your list. 

Dynamic Content makes this all possible within one message and with one click of the send button. With Dynamic Content in Listrak Composer you deliver fully responsive, dynamic and personalized emails with ease.

This feature in Listrak Composer will be available soon. Questions? Reach out to me in the comments. I love sharing ideas on how to better target your audience and would love to hear from you. You can also learn more about Listrak in Gartner's 2017 Magic Quadrant.

Julie Wahl
Director, Product Marketing, Listrak

Triggered Email Campaigns: Tips for Getting the Most from Your Welcome and Winback Messages

In our last post, we gave you some quick-win tips to amp up your triggered abandonment campaigns.

But we didn't want to stop with just your abandonment series. Below you'll find some quick tips to improve the results of your welcome series and win-back campaigns, too.

Target those Forgetful Freddies in your Welcome Series 
Sometimes customers visit your site, see that amazing offer you’re serving up to new subscribers, and sign up again without realizing they’re already on your list. Many brands ignore those repeat subscribers and send them nothing. They’re already subscribed – why send them a deal, right? But what if we said that sending those existing subscribers another welcome message is actually a good idea?

Traditionally, most brands use their multi-message welcome series exclusively to target brand-new subscribers. But believe it or not, we’ve seen a dramatic bump in conversion rate and message revenue when you target those Forgetful Freddies who sign up again.

Think about it this way: you’ve got an active, engaged customer on your website who just asked to get emails from you. They’re shopping right now and you have the unique opportunity to speak to them directly. Since they’re already on your list, you don’t need to offer them the discount, but you want to make sure you don’t ignore them.

Here’s what we mean:
  • For brand-new subscribers, send two welcome messages. The initial message will welcome them to the list and send them the coupon code you offered. The second message can dive deeper into your brand by showcasing best-selling categories, brand differentiators, or social media engagement. 
  • For existing subscribers that sign up again, send one welcome message. This message can just say, “Hey, nice to see you again! You’re already on our list, so thanks for that enthusiasm. Now go check out what’s new.”

Avoid the Point of No Return
A win-back campaign is your last-ditch effort to grab waning customers, so make it count! Your customer isn’t responding to what you’re offering day-to-day, so make this message extra special. Bump up that promotion and make the subject line really stand out in the inbox. Something like “Are you breaking up with us?” or “Here’s 20% off (because we really miss you)” would do the trick.

After you have the content all set, make sure you send the message at the right time. Don’t wait until after your buyer lapses – if you do that, they’re not coming back. Send this message right before your customers tend to fall off; 90-days after their last purchase is a good rule of thumb.

by Alicia Morrissey, Copywriter in Listrak Professional Services

Triggered Abandonment Campaigns: Quick Tips to Amp Up Your Messages

Your customer showed interest in a product but didn’t buy it. Your browse or cart abandonment message should be enough to seal the deal, right? Well…not quite. There’s a lot of thought you should put into the content and design of those abandonment messages.

Keep our top design and messaging tips in mind and you'll see even better results from these high performing campaigns.

Showcase the Star of the Show
The product your customer abandoned - regardless if they just browsed the item or added it to their cart - should be the main focal point of the message. Make that product image larger and keep it as high up in the message as possible.

Triggered Abandonment Email

Tip: Keep your hero image a bit shorter than usual (or consider omitting the hero image altogether if it doesn’t add value).

Forget the Price Tag
Unless prices are your #1 competitive advantage, leaving prices out of the message is a great tactic. 

Tip: The purpose of this message is to compel the customer to click back to your website to continue shopping. Don’t include anything in your message that might deter that click!

Cross-Sell for the Win
Your customer abandoned the product for a reason and therefore may no longer be interested in it. Combat this by cross-selling related products (based on something like a “purchased this/purchased that” algorithm). Just write a headline that says something like, “Looking for something else?” and display a few recommended products below. 

Tip: Don’t want to use product recommendations? Linking to new arrivals or sale items is a great alternative!

Calls-to-Action Are Everything
To increase click rate in your Shopping Cart Abandonment messages, include two call-to-action buttons – one above the cart contents and one below. The language you use in these buttons is important. The customer hasn’t committed to buying from you yet, so don’t scare them off. Keep of one of the buttons low-commitment to ease them back to the site (choose a phrase such as “See it again” or “View your cart”). 

Tip: In your Browse Abandonment messages, pop that call-to-action higher up in the message (preferably right alongside the abandoned product) to increase your chance for more clicks.

Entice Them with Incentives
Incentives in Shopping Cart Abandonment messages work wonders! If you’re doing a three-message series, include a small incentive in your second message, then up the ante by increasing that incentive in your third message.

Tip: Browse Abandonment messages can have incentives too! If a customer has been sitting on a product for a while, push the interest in the third message by offering an incentive. We’ve seen a 57% lift in message revenue with Browse Abandonment campaigns that utilize an incentive in the third message. 

Have you tried these tactics? We'd love to hear about the success you're having. Let us know in the comments section.

by Alicia Morrissey, Copywriter in Listrak Professional Services