Emails situate itself as a very crucial component for eCommerce businesses for communicating with their customers. Be it for promotions or for customer support, online marketers have been using emails for reaching their audiences for a very long time and it has always proven to be a beneficial platform.
The statistics speak for themselves in this regard. Nine in every ten online marketers use emails to communicate with their customers. Online businesses can expect an average Return on Investment of about $42 for every $1 spent.
But these results won’t come to you just like that. Plain emails that lack ingenuity is a thing of the past and to get better ROI you need to level up. A good email marketing campaign needs good personalization to succeed. And this is where product recommendation comes in.
Product recommendation can be termed as an eCommerce personalization strategy where businesses will dynamically add/recommend products on webpages, emails and applications, to users based on data like customer attributes, situational context, browsing behavior, purchase history etc. This in turn provides customers with a personalized and satisfactory shopping experience. Companies can aim at driving conversions by strategic product recommendation campaigns that are personalized to meet the customer’s tastes and expectations.
Personalization is also key here, to increase the probability of customers reacting positively to your product recommendations. A survey conducted by invesp shows that 75% customers are more likely to buy from you based on personalized recommendations.
For businesses that have a large catalog of products, product recommendations can be especially valuable to showcase their product range as well as to connect and guide customers through their collections. Customers will find it easier to navigate, and reach the product of their desire if the company does a good job with their recommendations.
Also read: Types of product recommendations widgets
An app like WISER will provide you with an easy and simple way to add personalized product recommendations into your emails. And there are two ways you can employ product recommendations in email marketing:
- Static email product recommendations
- Dynamic email product recommendations
Static recommendations are just what the name suggests. When you include the same selected, fixed set of products as recommendations in the email, for all customers alike this is called static email product recommendations.
So basically every customer that you are sending emails to, or every subscriber of yours, will receive the same product recommendations. When the same products are shown to various customers simultaneously, the product has a higher chance of becoming popular among your audiences.
As any growing eCommerce business you will have a large number of products, new collections and expanding catalogs. And your goal will be to facilitate customers in reaching your vast collections. Some products that perform well, or that are popular, can be simultaneously recommended to most of your customers.
Static email product recommendation becomes a very effective strategy for your business to introduce their customers with new collections, showcase featured products or to display your hottest selling products.
This is a great way to highlight those products that you believe will appeal to large sections of your audiences, especially to the ones that are conscious of the latest trends and are on the lookout for new and popular products.
If static recommendations are the same for all of your subscribers/customers, dynamic email product recommendations are quite the opposite. These are product recommendations that are different for each recipient. The recommendation each individual customer gets will be different from each other, based on data like what products they have purchased from the store in the past, or what products they browse for. The products recommended will most likely align with a particular customer’s tastes and interests.
This is a higher form of personalized product recommendation strategy as the products shown in the email will be more tailored towards the buyer and their buying habits. Recommendations will be based on data like browsing history, buying behavior, past purchases etc.
Customers appreciate recommendations that are streamlined towards their preferences and this makes them more likely to click on the product, even browse your store more and ultimately, make purchases. Such a personalized approach to product recommendations can be seen as a great way to increase customer engagement, which is always a good thing to aim at.
Product recommendations in emails have a great impact in efficiently driving conversion rates, inviting and attracting buyers to explore more products from your collection. And the ROI that email product recommendation strategies offer is exceptional to say the least. And to enter and leverage such a profitable platform, you need to personalize the approach.
Both static and dynamic product recommendation strategies have their own perks and work well depending on the context and level of personalization.
With a powerful App like WISER you can make the most out of both these strategies, and see better results from your email product recommendations.