What is iGoDigital and why is it vital for retailers? Think about it: Regardless of what incentive you utilized to encourage consumers to opt into your email campaigns, remember that the size of your list is of no value if your subscribers aren’t engaged.
In some ways, I am every retail marketer’s dream. Want to acquire my email through POS capture? No problem. You’d like to email me a digital copy of my receipt? Absolutely, how convenient! But I have ulterior motives. I want to learn what they’re doing. Are they going to trigger a welcome email? Is it a drip series? Do they use personalization? What is the text vs. image ratio? Is it coded using responsive design? The result of my willingness to opt in is that my Gmail promotions tab looks a little busy.
But let’s be realistic. While the average consumer might notice a nice responsive design, he or she doesn’t really care about the things identified above. In a society where we are exposed to an average of 5,000 marketing messages a day, we are constantly making evaluations to determine what deserves our attention. With all of these mediums moving a million miles a minute, customers are paralyzed by choice. Your goal as a marketer is to create a memorable experience for your customer. And, with the increase in holiday cadence deployments, the challenge is drastically magnified.
If you believe the average consumer is going to drag and drop your email into their primary tab simply because your preheader instructs them to, then you’re next in line to buy a nice bridge. The key to engagement and optimization is no longer just a conglomeration of variable subject lines and time of day/day of week testing.
It ultimately comes down to relevancy. You must develop a 1:1 relationship, something few are doing successfully.
What is iGoDigital?
ExactTarget’s iGoDigital is engineered to do exactly that. It is a powerful retail intelligence and personalization tool that allows marketers to tailor their cross-channel communications in real-time using predictive content for every customer interaction, creating 1:1 messages and maximizing relevancy.
Long lasting customer relationships are a key for any successful brand, and by using the CIE you are learning more and more about what your customer needs with every click. As a consumer moves through the online shopping experience, attribution tags, categories, search terms, and products added to the cart are captured. The unique algorithms ingest this data and further develop each individual’s profile and to provide a personalized experience for those visitors. And it works: iGoDigital’s CIE is helping to build unique customer journeys for some of the world’s top brands, including many of the most visited online retail sites.
But how is this implemented in email marketing?
Personalized Content in Email
Porting that unique customer experience over to email isn’t as difficult at it might first appear. You’re already collecting data in order to tailor a journey, so the next step is aligning what had previously been separate experiences in order to provide uniformity, while still capitalizing on the opportunities presented by the channel.
To do this, email templates are developed using code that “calls” the personalized recommendations from iGoDigital’s CIE. This enables an individual to send a single campaign to a database of thousands, but the CIE populates each individual email with different recommendations based on the profile of the recipient. Fortunately, this capability is now available natively inside of the ExactTarget application. Personalized Contact can be added through an easy drag-and-drop process where the content is populated upon the open based on the information collected in that individual’s profile and the attributes of the brand’s product or content.
Product Recommendations Injected into Marketing Emails
A tried and true e-commerce practice is the recommendation of products similar to what has already been browsed by a user or that compliment a previous purchase. For instance, if your user purchased a baseball glove, maybe he needs a new bat, some cleats, a hat, or a dozen new baseballs. Or if he just browsed a glove and left, you might show him some similar gloves in adjacent price categories.
Product recommendations in marketing emails should be based on the subscriber’s profile and should refresh with every open. Email recommendations have to be relevant to earn clicks. Users stop paying attention when relevance is lost.
Behavior-Based Email Triggers
Triggered emails that include personalization such as product recommendations or personalized content see clickthrough rates 40% higher than traditional marketing messages. Retailers can use triggered emails to re-engage customers, and by adding recommendations to them, dramatically increase conversions. Shopping cart abandonment has been a pain point for e-tailers, but one retail client improved revenue per visit by nearly 500%. How? Using the name of the abandoned product in the subject line of a re-targeting email increased the open rate to 56%. Genius, and so easy to do.
Why iGoDigital? Why not? It delivers unique experiences to every customer based on his or her profile creating actionable results and increase conversion rates.
To me it seems like a win/win. As an email marketer, you are increasing engagement and developing a personal relationship with your consumer on a subscriber level basis.
According to a research studies, the average worker spends 2 ½ hours on email, adding up to 81 days a year. What does this mean as a consumer? You’ll be able to help prioritize your messages based on the quality of user experience. If you are continuously delivered relevant content at the right time, in the channel you most prefer, doesn’t that make your life slightly less complicated? But there’s no need to send a thank you note – the increase in ROI, KPIs, and conversions on the other side is a thank you in itself.