A number of parameters are involved in the performance of your personalized marketing emails. Some are specific for your business type while others are more dependent on your customer type.
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1. Look and feel (recommendation style)
You can have different styles of LimeSpot recommendation boxes for each email widget used in your transactional emails and marketing campaigns.
a. Choose a proper recommendation layout:
Want to showcase a gallery of items? Choose a grid layout on your email template. Or make recommendations more subtle by adding in a simple row to the bottom of whatever you’re promoting.
b. Set a different layout for Mobile vs. desktop:
You can also create different styles of layout for mobile vs. desktop views. Click here to learn how to do it and our best practice recommendations.
c. Set a Call-to-Action to your personalized recommendations
Call-to-Action is set under the Customize tab in email widget settings. See the Code tab if you want to use a different text for you CTA.
d. Set a maximum of two-lines for product titles
Some products may have longer titles resulting in more than 2 lines per title. This could create misalignment of the widget items per row.
Our recommended fix is to use the code below and replace the existing .title class in the Code (Advanced) editor. It limits the title length up to 2 lines and uses ellipsis (...) for the rest of the titles.
2. Timing and Frequency
Think about frequency when sending sales email campaigns, both in terms of what’s an appropriate interval for a customer to visit your store, and how often a customer wants to hear from you. Your most frequent shoppers might want to hear about new drops every week, while occasional buyers may unsubscribe if receiving emails on the same interval.
Think about your email campaigns as a way to inspire FOMO (fear of missing out) and discovery for your customers.
Keep in mind different shopping frequencies exist for different types of companies. A multi-brand store with new drops every week might expect way higher return visits / purchases than a single brand that releases one or two products a year. Get to know your return customer rate and set your reengagement email strategy accordingly.
3. Live Email Content
LimeSpot recommendation boxes on your emails can update in real-time, just as they do on your website. Our standard cache for recommendation boxes is 30 days, meaning that every time a customer opens your email within 30 days of receiving it, they will see the same recommended items, enabling them to easily get back to an item they were interested in.
However, you can actually adjust the cache to be as short as you like. If a customer visits your site and exhibits different behavior, when they go to open that same email, they may see entirely different recommendations, ensuring you’re always showing the most relevant products.
Note: Choosing a ‘live’ or static email are two specific marketing strategies. With live emails, or emails with shorter caches, a customer might end up getting frustrated if they can’t find the product they originally saw in your email.
4. Right Number of Recommendations
Quality over quantity when it comes to including product recommendations in your email campaigns. Make sure you don't bombard your customers with tons and tons of product recommendations in one single email!