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AI in Retail (AI and the future of the retail marketer)
Ever thought about what true personalization looks like in emails? It occurs when each of your subscribers sees content tailored to them specifically. At Optimove, we call it .
DynamicMail offers dozens of ways for marketers to increase customer engagement and spend by embedding dynamic, interactive, and personalized content into emails. It builds the content to serve customers exactly what they want to see in the email.
Dynamic components used in the email allow for content to be updated in real-time and sent out as part of a mass message to your chosen customer segment.
Once a user opens the email, it’s updated so that each recipient receives the most relevant message every time. This technology currently powers hundreds of millions of emails per month for Optimove customers.
Here are two case studies to show you how it works.
A leading global office supplies chain’s goal was to increase revenue from its weekly promotional emails. The idea was to test whether a personalized recommendation model works better than picking and choosing recommendations of items to buy in their weekly promotional newsletter to all customers.
Here’s how they went about it.
5.5 million customers were targeted to receive 58 campaigns between April and May 2022.
The retailer set up two campaigns as an Optimove A/B test: template A had the DynamicMail component, while template B had handpicked promotional content.
Template A – DynamicMail that displays personally recommended products to each subscriber, updated always to show the most relevant products
Template B – Weekly promotional newsletter with handpicked offers
The results?
Across the board, DynamicMail recommendations outperformed their handpicked content.
When doing the A/B test, about 60% of the time, DynamicMail was the winning campaign.
When comparing the CTR between the two templates – DynamicMail’s CTR was 1.5 times higher than template B.
Finally – DynamicMail had double the campaign responders, meaning that twice as many of its recipients went on to make a purchase on the site. Approximately 31,000 customers bought something afterward.
A multi-million-dollar retailer ran campaigns containing DynamicMail recommendations that included weekly offers, and compared them to customers who received no campaign at all (control group).
The campaign took place between June 20th and June 26th, 1.2 million customers were targeted, and a total of 8 campaigns were sent out.
The goal was to determine whether the DynamicMail template that included recommended content (weekly offers) would perform better than every other marketing email the retailer was sending out at this time.
The results?
With a $160,000 increase in order amount, DynamicMail outperformed the rest.
There was a 6.5% increase in CTR, and a 79% higher response rate compared to their other email marketing campaigns. This was measured by clicks, customers participating in a promotion, and making a purchase.
Overall, the personalized recommendations shown by DynamicMail resulted in more engaging and lucrative campaigns. Without this campaign, they wouldn’t have seen this uplift.
DynamicMail can help your brand generate more conversions and increase revenue by sending more relevant, customized, and delightful emails to your customers.
Display multiple nearby locations instead of just one
Show off a collection of products by placing them in a carousel that plays through directly within the email
Shorten long emails by hiding extra content under an expandable section
Dynamically change content displayed in the email using personalization tags
Add urgency and excitement with countdown timers that are always accurate when the email is opened
Connect your emails to a content feed to bring updated content to your templates like the latest blog posts, in-stock products, game odds, or new products/games
Want to hear more? Contact us to find out how you can implement DynamicMail recommendations to take your email campaigns to the next level.
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Writers in the Optimove Team include marketing, R&D, product, data science, customer success, and technology experts who were instrumental in the creation of Positionless Marketing, a movement enabling marketers to do anything, and be everything.
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