About
The recommendations aim to enhance the visitor acquisition phase of the customer lifecycle, featuring products likely to boost shopper engagement as the ultimate measure of the email's quality.
Why
You must increase Email Quality for two reasons: to maximize new revenue growth and to minimize list attrition.
Our data show that email shoppers who visit the store multiple times indicate a high level of the email's relevance to the shopper. Therefore, highlighting products favored by shoppers that are visiting store multiple of times will increase the quality of email campaigns.
How
The recommendations are based on uplift model aimed at achieving optimal results using multiple metrics, including Sessions Per Contact, as a top-of-the-funnel indicator of email relevancy to the shopper, and Revenue Per Contact, as a bottom-of-the-funnel metric of email revenue results.
What
Presentation
The recommendations are presented in two ways:
Product Cards - Visualizing the products as they could appear in the email; this option requires access to product metadata through a connection to Google Merchant Center.
Table - Presenting the list of products along with their key performance metrics.
Customization
Each time you reach the Recommendation section, you are presented with default recommendations. You can customize these in two ways:
Scope: Control the input of the recommendation engine
Entire Site: Recommendations are based on the performance of all products in your store.
All Campaigns: Recommendations are based on the performance of all products that participated in all email campaigns.
Select Campaign: Recommendations are based on the performance of all products that participated in a chosen email campaign.
Strategy: Control the output of the recommendation engine
Exploit: Filter recommendations to include only top-performing products in a single campaign (applicable only to the single campaign scope).
Explore: Filter recommendations to include only top-performing products in all email campaigns.
Experiment: Recommendations that include all products sold in your online store.
Use
The recommendations can be applied in two ways:
Download - Allows the data to be downloaded to a local machine, enabling the marketing team to manually apply it to future email campaigns using an email editor or Obviyo's Email Genie app.
Activate (beta) - Offers the capability to submit a recommendation to Obviyo's Email Genie, an email recommendation application that seamlessly integrates recommendations into email campaigns, streamlining the email marketing workflow and facilitating ongoing result tracking.