More sites have been experimenting with and using rich media to display and sell products, and many have been increasing segmentation of e-mail campaigns to target shoppers with more relevant offers based on customers' history and other business rules. Those capacities will be coming together in a new offering now in development at rich media technology provider Scene7, CEO Doug Mack tells Internet Retailer.
Mack says the new offering will build on both the demonstrated power of dynamically-generated rich media to increase online sales and revenue and on consumers’ greater responsiveness to personalized communication. While segmenting e-mail campaigns isn’t unusual, the delivery of product imagery and creative such as font style that’s also personalized by data-driven segmentation is something new, Mack says.
The new offering is a template marketers can populate with creative by segment to give e-mail offers personalized offers and content as well as a personalized look. If a customer’s history indicates she likes lavender, for example, the tool could tap that information to create a segment and an e-mail for it that displays three lavender products, above the fold of the e-mail, a font displaying the name of the customer’s local store, and an offer the customer is likely to respond to based on history.
Mack says the e-mails generated for each segment are then pushed out to the retailer’s usual e-mail service provider for delivery. Once those creative packages with the attached offers have been created by segment, they also can be output as direct mail pieces, Mack adds. “There is nothing to stop you from using it not only in e-mails but also for print postcards if you want to grab people in a multi-channel marketing campaign,” he says. “Our charter is evolving into helping our retail clients become more effective in how they sell and market products on a direct basis.”
In beta tests with a retailer client earlier this year, there was a 50% increase in revenues associated with the dynamically generated e-mails versus static creative, Mack says. “If you could make all e-mail 50% more effective, it would be a huge win,” he adds.
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