Dynamic Content and Personalization

The purpose: According to Business Insider, 71% of shoppers expect personalized marketing from brands. I used Movable Ink and native dynamic tools to bring the custom experience to email.

The strategy: Since our Abandon lifecycle emails have the biggest ROI, I started by creating Abandon banners in ad hoc campaigns. From there I implemented more shopping enhancements and dynamic content placements.

  • Cart/Browse Abandon
    1. Populated AfterPay price of abandoned product
    2. Included TryNow language if eligible product
    3. Populated number of items in cart
  • Shop Your Size - pulled product recommendations based on the last size they purchased. Also displayed quantity in that size if 15 or below
  • Social Snowball - a banner for people in the Social Snowball ambassador program
  • TryNow - a badge would appear on eligible products
  • Instagram - latest posts
  • Blog - latest blog posts

The results: These small placements in ad hoc emails resulted in $211K+ in incremental last click revenue and a 34% decrease in opt-outs.

See more personalization in the email template here.

  • Goorin Bros.

Tools