Customers are fickle. Just because they’ve been buying your products for a while, doesn’t automatically mean that they’ll stay loyal to your brand.
You need to keep upping your game by sending them personalized, useful, and relevant marketing messages that make them feel valued. It’s important to go above and beyond when it comes to providing a superior shopping experience.
One way you can do that is with personalized product recommendation campaigns. Based on the data and analytics you are collecting on your customers’ previous interactions with your brand, you can suggest the types of products they’re most likely to enjoy via email, ads, and more.
Think about the last time you watched Netflix or shopped on Amazon. Both of these companies use data they’ve collected on your behavior to make smart recommendations on what to watch or buy next.
Data-driven product recommendations are an incredibly effective way to turn one-time-buyers into loyal customers, while increasing average order value. Learn how you can build the perfect product recommendation campaign to encourage customers to visit your site again and make another purchase.
How to create a product recommendation campaign
Product recommendation campaigns work best when they are fully personalized and sent to a highly targeted segment of buyers. You need to send customers relevant products that might be of interest, rather than sending everyone the same exact email. Put simply: batch-and-blast just doesn’t convert for product recommendations.
To make these marketing campaigns really effective, you need to be able to stitch together the entire history of a customer’s interactions with your brand using identity resolution technology. And the more customer data you are collecting and analyzing, the better. Using that data, you can create product recommendations that are far more likely to appeal to specific buyers.
And product recommendations don’t have to be limited to emails; you can also use them in lifecycle nudge campaigns, push notifications, and Facebook and Google ad campaigns. Really, you can use them across your ecommerce site on multiple pages — including at checkout, on the homepage, on product pages, and more. Don’t be afraid to get creative.
What kind of product recommendations should I send?
The recommendations you want to include in your campaigns depend on customer behavior, what stage of the lifecycle a customer is in, what your objectives are, and much more.
Recommendations based on on-site behavior
One of the most effective ways of using product recommendations is based on how they’ve behaved when they visit your ecommerce site. You can send your customers customized marketing campaigns based on products they have:
- Browsing history
- Put in their basket then abandoned shopping cart
- Abandoned cart during the checkout process
- Previously bought
This also extends to cross-sell and up-sell opportunities. For example, if a customer browsed jeans, you can send a recommendation email with a similar, but higher value jean brand. Or you can recommend products that go well with jeans, such as a belt or a new pair of sneakers.
However, these product suggestions shouldn’t be based on your personal belief of what will convert — it should be completely based on the customer data. With data science powering your recommendations, you can know exactly what category of product recommendations is most likely to convert for that buyer based on their browsing and purchase history. By surfacing these trends and patterns in customer buying behavior, you can confidently send out messages like: “Customers who bought X also bought Y.”
Recommendations based on general brand interactions
Customers interact with your brand in many different ways — not just on your ecommerce stores. Each customer touchpoint is an opportunity to collect data you can use to send product recommendation emails, whether a customer has shopped with you before or not.
For example, if a customer likes your swimwear Instagram posts then you can send them recommendations for your best-selling swimwear lines. Or if one of your customers shares user-generated content around a certain product, you can also make use of that data to customize your campaigns.
You can even extend this to in-store interactions. If you’ve synced up your offline and online data, then if a customer has purchased a product in-store, you can recommend products in an email based on that purchase history.
Recommendations based on segmentation
Personalization based on past interactions can help with conversion rate. But what happens if it’s a new customer who has just signed up to your email marketing list and you don’t have any data on them?
You can also send product recommendations campaigns by segmenting a customer by demographic data, such as gender, location, and age. If you know what similar people in these segments typically buy, then you can recommend those kinds of products to your new or unknown shoppers.
The type of content in these emails can include:
- Best sellers
- New products in stock
- Products on sale
- Items that have a good click-through-rate/drive revenue
- Similar products
It’s also useful to send these types of email campaigns if a customer hasn’t shopped or interacted with you in a while. You can use this data to create a winback campaign using discounts or incentives to encourage them shop with you again.
Make dynamic product recommendations
While customizing your campaigns to your buyers is great, it can be time consuming if you try to do it manually. That’s why you need to employ dynamic content. If you use a B2C CRM, you can dynamically change entire sections of content within your emails to feature the exact, personalized products you want to recommend to particular customers based on their past behavior.
Using a grid, you can automatically populate the different sections of emails with different content according to what the data science says is most likely to convert. If you employ dynamic segmentation, which uses data as customers browse your site in real time, then you can even send automatically triggered, timely and relevant product recommendation emails.
This is a powerful way to not only better serve your buyers, but also make your life as a marketer easier.
Product recommendation campaigns based on customer behavior and data are a fantastic way to personalize your marketing at every touchpoint. Focusing on the products customers are most likely to enjoy is a powerful way to drive new conversions AND build customer loyalty along the way.