Email product recommendations are the outcome of complicated algorithmic decisions that analyze customers’ onsite and offline behaviors to provide individualized user experiences. These interactions are designed to suit the wants and demands of shoppers while also increasing engagement and revenue for brands.
Today, any eCommerce firm that wants to enhance engagement, conversions, and revenue at scale needs to be able to implement product recommendations successfully. We’ll go through the must-haves for marketers trying to design engaging recommendations and approaches that will help them maximize the impact of their efforts in the sections below.
1. Emails About Browsing History
Source: digitaltrends.com
People are busy; they may see something they like, plan to return, but never do. Worse, they may find their way to your competitor’s website. The Browsing History email is an excellent example of how a recommendation may be as easy as asking someone to start up where they left off in their journey.
A Browsing History Related email takes it a step further by recommending relevant but different things depending on the items that a shopper expressed interest in (but excluding the original items). It is excellent for assisting shoppers in discovering things that are more in line with their tastes when the original items were not quite the right fit for any reason. To build a robust email marketing strategy, visit Yespo.
2. Newsletters
Add a personalized recommendation to your emails to improve the relevancy of your email marketing campaign.
Personalized suggestions are similar to browsing history reminders. Still, they are weighted based on various indicators of interest, such as how frequently an item was visited or whether it was in their shopping basket. It enables business owners to prioritize the products that are most likely to convert based on the preferences of their customers.
Moreover, suppose somebody leaves an email address with you without visiting your site. In that case, you might be left with inadequate information to satisfactorily tailor the email (other than with the previously mentioned product recommendations).
A practical arrangement in this situation is to utilize the space to accentuate top postings. You’re introducing what’s hot in your store at this moment, reflecting the latest things, and expanding your odds of conversion by featuring successes and top-moving things.
If you don’t have enough information about a person to tailor the recommendations entirely, you could combine these methods to embark on a hit and trial journey.
3. Emails about Cart Abandonment
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Abandoned cart emails, which contain products left behind by a shopper, are an underutilized strategy. When a customer exits a website, these emails can be sent automatically.
Customers who have abandoned their shopping carts (due to hesitation or a lack of time) should be re-engaged with email reminders that include the products in question, encouraging them to complete their purchase.
4. Remove Prices
The goal of email marketing and newsletters is to drive traffic back to the website. As a result, avoid information and complex specifications that need the recipient to study and calculate before returning to a site. An email recipient will often be scared off and deterred by a high price, especially if it is too high. Users will be drawn back to your site if you employ high-resolution photographs, have a high ranking, and have positive reviews.
5. Optimize Your Mail Layouts
Source: prismglobalmarketing.com
Make sure your recommendations are responsive when optimizing your emails for mobile. Instead of just decreasing rows down, your mobile design should stack each product on top of the next if your desktop design has three products in one row. It makes the product visually stand out and, which further encourages clicks.
6. Engage With Shoppers
Use email sequences to engage customers, and alter the recommendations over the mails in the sequence. The initial email sent in response to a cart abandonment should include closely related recommendations that complement the abandoned products.
Broaden the recommendations slightly in the second email in the sequence to pique the interest of shoppers who may be less interested in the specific things they abandoned but are still willing to shop on your site. Keep the content the same in the third email, but alter the recommendations to match recent best sellers.
7. Put Your Plans To The Test
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Testing and benchmarking is essential in any marketing plan. You’re squandering an excellent chance if you don’t test your methods before implementing them in the actual world. Although recommendation engines are sophisticated, they still require guidance from humans like you. Always keep an eye on what appears to be working and make a note of it. Consider A/B testing if you’re unsure.
8. Include The Appropriate Amount of Recommendations
It’s entirely up to you how many product recommendations you include in your email. Some businesses include individualized product recommendation boxes in every piece of mail they send.
Marketers and designers who take this strategy feel that exposing customers to as many recommendations as possible increases their likelihood of purchasing the featured products. Opponents of the strategy believe that including too many recommendations detracts from the page’s purpose and may irritate users.
If you’re going to embed tailored product recommendations into everything, make sure you’re doing it correctly. If your recommendation engine isn’t working correctly or presenting relevant results, your clients may become annoyed and tune them out.
Some customers may be tempted to disregard the suggestions if they are prominently displayed on every page, even if the suggestions are spot-on. It’s worth repeating: the goal of a tailored product suggestion is to recommend something to your clients that they will actually use.
Conclusion
Product recommendation tactics differ widely, and experimenting with them can help you increase revenue and provide more engaging experiences. Refine your overall plan to better adapt the site experience for every user by remaining fluid, trying new positions, and reviewing performance statistics. When you’re ready, experiment with advanced settings, segmentation techniques, and merchandising rules to extract the most value from each audience segment and begin attaining your highest ROI.
