Fans of the show "Project Runway" will be happy to know that the fabric store shopped at in every episode creates winning email looks off-camera through automated recurring campaigns.
Using Listrak, Mood rotates three emails on a weekly basis - recommendations based on recent purchases, newest trending products and top sellers from that month - based on what's new and what people are clicking on and buying.
The right technology is needed to execute these campaigns, of course, as marketers will never be able to deliver that kind of personalization at scale.
Within an email platform or marketing automation system marketers can automate personalized emails based on items/content that subscribers have previously viewed or purchased, but this isn't possible for every contact. Therefore, Listrak recommends having a backup plan for recipients who haven't visited the site lately. They can still receive highlight reels based on top sellers, top-rated items, staff favorites, most-read articles and more.
Ryan Hofmann, chief brand strategist at Listrak, warns that these campaigns do take a bit more time to set up initially but drive efficiency in the long run, because they do not require much upkeep. That said, it takes minimal effort to occasionally update the primary message to promote a sale or update for a season if desired.
There are ways, however, to ensure these automated emails remain fresh - enticing opens and click-throughs - like through design choices. Mood, for example, omits the classic 3x3 product recommendation grids (seen in most recommendation-type emails) and opts for a very dimensional layout with beautiful imagery (see images).
Another way to keep highlight reel emails fresh is to modify the subject lines and tailor timing and messages to suit subscribers based on their activity levels - no activity, some activity and past buyers, as recommended by Experian Marketing.
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.