Popular New York-based underwear brand creates personalized, omnichannel experiences and overhauls email marketing campaigns
increase in revenue per thousand impressions (RPM) from personalized recommendations for email using the User Affinity algorithm
Introduction
Over a decade ago, the now-founders of a leading American retail brand set out to solve the common frustrations the average consumer faced with men’s and women’s underwear. Now home to premium collections of underwear, undershirts, loungewear, and more, the duo’s products are available in over 1,000 retail stores, in addition to its eCommerce site. As the New York-based company has evolved, it has shifted its focus to overcoming a key challenge: breaking down data silos in order to deliver more memorable experiences and better connect with its customers. And in an effort to deliver highly-personalized recommendations within its emails, as well as across its site, the team began searching for a personalization solution that automates and serves cohesive, tailored experiences across channels, eventually selecting Dynamic Yield to scale the impact of its email campaigns.
The Challenge
Email functions as a high-value channel for the retailer, but the marketing team lacked an ability to deliver truly personalized email campaigns. Like many other eCommerce businesses, the team would curate a selection of products to display in recommendation widgets in each email campaign, which was incredibly tedious and based on minimal segmentation. As a result, they were unable to provide the rich and engaging experiences – ones tailored to users’ affinities and behavior – they sought to deliver and that today’s consumers expect in their inboxes after expressing interest in products on-site. The team was looking to maximize the impact of their efforts, especially within emails, and required a solution that could:
- Serve personalized recommendations to all users based on their unique affinities
- Create a cohesive omnichannel experience for users across channels, from web to email
- Automate the delivery of personalized product recommendations based on real-time behavioral data
That’s when the team decided to replace its existing personalization solution provider with Dynamic Yield. They quickly hit the ground running, using the platform to deliver tailored, on-site recommendations, as well as personalized product recommendations for emails.
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Execution
Delivered personalized, affinity-based recommendations to users across web and email
In an effort to create a seamless user experience for users interacting with both its eCommerce site and email campaigns, the marketing team knew it needed to begin by identifying and tracking on-site browsing behavior. Using omnichannel events to capture new and returning user activity, the team was able to begin creating a single view of the customer, linking behavior across devices and browsers in order to create a snapshot of each user’s individual preferences.
The team then began testing a number of algorithms to deliver personalized product recommendations based on users’ past interactions both on-site and in emails. Over time, they found the most success with the User Affinity algorithm, which delivered more relevant, personalized, and suitable recommendations to each user, especially as each user’s affinity profile grew with time. And because the team was tracking behavior across channels, they were able to ensure recommendations within emails were personalized according to users’ on-site browsing habits.
Example of an on-site recommendation widget using the User Affinity algorithm
Used deep learning AI to serve personalized recommendations directly within emails
Prior to partnering with Dynamic Yield, the marketing team lacked access to AI-based targeting and was handpicking the products it displayed in its email recommendation widgets. Looking to develop more customer-centric email campaigns tailored to users’ expressed interests, they began using the solution to create a more cohesive user experience based on customers’ on-site interactions. Using smart, machine learning-powered recommendation algorithms, they retargeted users with product recommendation widgets within emails, using a customer’s entire order history and online activity to predict and display the most relevant products. Not only did this allow the team to deliver more relevant recommendations, but automating the experience delivery process also eliminated hours of manual work for their merchandising team and resulted in a 40% increase in revenue per thousand impressions (RPM) from its email campaigns.
Personalized email recommendation widget
The Key Takeaway
Understanding the importance of delivering truly tailored experiences to its customers, the retailer’s marketing team knew it needed the ability to not only connect user behavior across channels but also deliver dynamic email experiences personalized to each user. Using Dynamic Yield, the team was able to ensure users were served personalized product recommendations in emails according to past behavior and affinity data. Catering to each user’s preferences and creating cohesive, cross-channel experiences paid dividends, boosting CTRs in emails and generating revenue, in addition to saving its team hours of manual work it previously was allocating to curating product recommendations for static email experiences.
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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item 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exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization terms</span></a></li><li class="resources-use-cases menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/personalization-examples/">Inspiration Library<span>Personalization examples from real brands</span></a></li><li class="resources-maturity menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/personalization-maturity/"><strong class="badge-new">Personalization Maturity</strong><span>How global businesses prioritize personalization</span></a></li><li class="resources-guides menu-item menu-item-type-custom menu-item-object-custom"><a href="/guides/">Guides & reports<span>Comprehensive topic-specific materials</span></a></li><li class="resources-benchmarks menu-item menu-item-type-custom menu-item-object-custom"><a href="https://marketing.dynamicyield.com/benchmarks/">Benchmarks<span>Industry performance metrics and insights</span></a></li></ul></li><li class="bottom"><a href="/rooted-personalization/" target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" href="https://www.dynamicyield.com/case-studies/email-recommendations/">English</a></li><li><a href="https://www.dynamicyield.com/es/">Español</a></li><li><a href="https://www.dynamicyield.com/de/">Deutsch</a></li><li><a href="https://www.dynamicyield.com/fr/">Français</a></li><li><a href="https://www.dynamicyield.com/ja/">日本語</a></li></ul></li></li></ul></div> <a class="pulse-button v5 pulsed nav_btn" href="/request-demo/"> <span class="button-inner"> Talk to sales </span> </a> <a href="" class="nav-trigger"> Open Nav <span class="nav-trigger-box"><span class="nav-trigger-inner"></span></span> </a></div></div></header><div id="top-nav-backdrop"></div><div id="et-main-area"><div data-elementor-type="wp-post" data-elementor-id="163027" class="elementor elementor-163027" data-elementor-settings="[]"><div class="elementor-inner"><div class="elementor-section-wrap"><section class="elementor-element elementor-element-72072d98 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="72072d98" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-39fd68e elementor-column elementor-col-100 elementor-top-column" data-id="39fd68e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-678c34bc elementor-widget elementor-widget-text-editor" data-id="678c34bc" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p></p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-20d53b80 case_study_page_header padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="20d53b80" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-54111ac1 elementor-column elementor-col-100 elementor-top-column" data-id="54111ac1" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-64437ffd elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="64437ffd" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-21ba97eb page_header_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="21ba97eb" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-37996aaf case_study_header_title bild elementor-widget elementor-widget-heading" data-id="37996aaf" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h1 class="elementor-heading-title elementor-size-default">American underwear brand supercharges emails with personalized product recommendations</h1></div></div><div class="elementor-element elementor-element-33daa326 case_study_header_text elementor-widget elementor-widget-text-editor" data-id="33daa326" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Popular New York-based underwear brand creates personalized, omnichannel experiences and overhauls email marketing campaigns</p></div></div></div><div class="elementor-element elementor-element-1420a97e download_the_pdf elementor-widget elementor-widget-html" data-id="1420a97e" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <a class="pulse-button" target="_blank" href="/files/case-studies/dy-email-recs-case-study.pdf"> Download the PDF <span class="dy-pulse"></span> </a> <span>* Email not necessary to download</span></div></div></div></div></div><div class="elementor-element elementor-element-4eec4172 page_header_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="4eec4172" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-3907c24b elementor-widget elementor-widget-html" data-id="3907c24b" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" src="/wp-content/uploads/2021/08/email-recs-header.png " class="ATF" width="389" height="390"></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-1385ccae case_study_statistic_bar elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="1385ccae" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-28a2c02a elementor-column elementor-col-100 elementor-top-column" data-id="28a2c02a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-7be682cd statistic_bar_row elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="7be682cd" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-599673d9 bild_statistic elementor-column elementor-col-50 elementor-inner-column" data-id="599673d9" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-9e4db3d statistic_bar_number elementor-widget elementor-widget-text-editor" data-id="9e4db3d" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">40%</div></div></div><div class="elementor-element elementor-element-71f06dbe statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="71f06dbe" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><strong>increase in revenue per thousand impressions (RPM) </strong>from personalized recommendations for email using the User Affinity algorithm</div></div></div></div></div></div><div class="elementor-element elementor-element-74916d84 elementor-hidden-tablet elementor-hidden-phone elementor-column elementor-col-50 elementor-inner-column" data-id="74916d84" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-563b464c statistic_bar_number elementor-widget elementor-widget-text-editor" data-id="563b464c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"></div></div></div><div class="elementor-element elementor-element-486c58f5 statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="486c58f5" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-4bf4e82f case_study_introduction_section padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="4bf4e82f" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-5b4f39c elementor-column elementor-col-100 elementor-top-column" data-id="5b4f39c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-68528afa elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="68528afa" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-2d9b1fc5 elementor-column elementor-col-100 elementor-inner-column" data-id="2d9b1fc5" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-472ca9f1 introduction_section_title elementor-widget elementor-widget-heading" data-id="472ca9f1" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Introduction</h2></div></div><div class="elementor-element elementor-element-54803e8a introduction_section_desc elementor-widget elementor-widget-text-editor" data-id="54803e8a" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Over a decade ago, the now-founders of a leading American retail brand set out to solve the common frustrations the average consumer faced with men’s and women’s underwear. Now home to premium collections of underwear, undershirts, loungewear, and more, the duo’s products are available in over 1,000 retail stores, in addition to its eCommerce site. As the New York-based company has evolved, it has shifted its focus to overcoming a key challenge: breaking down data silos in order to deliver more memorable experiences and better connect with its customers. And in an effort to deliver highly-personalized recommendations within its emails, as well as across its site, the team began searching for a personalization solution that automates and serves cohesive, tailored experiences across channels, eventually selecting Dynamic Yield to scale the impact of its email campaigns.</div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-231ac84e case_study_challenge padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="231ac84e" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1f0f9027 elementor-column elementor-col-100 elementor-top-column" data-id="1f0f9027" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-17e174fe challenge_mobile_wrap_reverse elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="17e174fe" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-85ed3f case_study_challenge_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="85ed3f" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-78c51413 elementor-widget elementor-widget-html" data-id="78c51413" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img decoding="async" class="retina_image attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 506px, max-height: 638px) 100vw, 506px 638px" data-src="/wp-content/uploads/2021/08/email-recs-challenge.jpg|/wp-content/uploads/2021/08/email-recs-challenge@x2.jpg" /></div></div></div></div></div><div class="elementor-element elementor-element-12e565b8 case_study_challenge_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="12e565b8" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-c694b6b challenge_title elementor-widget elementor-widget-heading" data-id="c694b6b" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Challenge</h2></div></div><div class="elementor-element elementor-element-62f48b36 challenge_list elementor-widget elementor-widget-text-editor" data-id="62f48b36" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Email functions as a high-value channel for the retailer, but the marketing team lacked an ability to deliver truly personalized email campaigns. Like many other eCommerce businesses, the team would curate a selection of products to display in recommendation widgets in each email campaign, which was incredibly tedious and based on minimal segmentation. As a result, they were unable to provide the rich and engaging experiences – ones tailored to users’ affinities and behavior – they sought to deliver and that today’s consumers expect in their inboxes after expressing interest in products on-site. The team was looking to maximize the impact of their efforts, especially within emails, and required a solution that could: <br><br><ul><li>Serve personalized recommendations to all users based on their unique affinities</li><li>Create a cohesive omnichannel experience for users across channels, from web to email</li><li>Automate the delivery of personalized product recommendations based on real-time behavioral data</li></ul> That’s when the team decided to replace its existing personalization solution provider with Dynamic Yield. They quickly hit the ground running, using the platform to deliver tailored, on-site recommendations, as well as personalized product recommendations for emails.</div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-cd3ce3d elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="cd3ce3d" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-0bd93a2 elementor-column elementor-col-100 elementor-top-column" data-id="0bd93a2" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-046b518 cs_learn_more_banner cs_learn_more_banner_recs elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="046b518" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-517822f elementor-column elementor-col-100 elementor-inner-column" data-id="517822f" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-22e3ccb elementor-widget elementor-widget-heading" data-id="22e3ccb" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h3 class="elementor-heading-title elementor-size-default">Looking to enhance your email campaigns with personalized recommendations?</h3></div></div><div class="elementor-element elementor-element-fe491e8 elementor-widget elementor-widget-text-editor" data-id="fe491e8" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">With Dynamic Yield’s Experience Email solution, drag and drop AI-powered product recommendation blocks directly into your emails to drive higher sales, loyalty, and engagement. <br><br> <a class="button-arrow animlink" href="/email/">Learn more about Experience Email</a></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-151a655c case_study_execution_section elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="151a655c" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-5621de3f elementor-column elementor-col-100 elementor-top-column" data-id="5621de3f" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1dd1e7d7 execution_title elementor-widget elementor-widget-heading" data-id="1dd1e7d7" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Execution</h2></div></div><section class="elementor-element elementor-element-27808466 elementor-section-content-middle case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="27808466" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-73f8bda3 column-side-padding40 elementor-column elementor-col-100 elementor-inner-column" data-id="73f8bda3" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-6cb8e72c execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="6cb8e72c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Delivered personalized, affinity-based recommendations to users across web and email</div></div></div><div class="elementor-element elementor-element-5213772 execution_text elementor-widget elementor-widget-text-editor" data-id="5213772" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">In an effort to create a seamless user experience for users interacting with both its eCommerce site and email campaigns, the marketing team knew it needed to begin by identifying and tracking on-site browsing behavior. Using omnichannel events to capture new and returning user activity, the team was able to begin creating a single view of the customer, linking behavior across devices and browsers in order to create a snapshot of each user’s individual preferences.<br><br> The team then began testing a number of algorithms to deliver personalized product recommendations based on users’ past interactions both on-site and in emails. Over time, they found the most success with the User Affinity algorithm, which delivered more relevant, personalized, and suitable recommendations to each user, especially as each user’s affinity profile grew with time. And because the team was tracking behavior across channels, they were able to ensure recommendations within emails were personalized according to users’ on-site browsing habits.</div></div></div><div class="elementor-element elementor-element-8647924 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="8647924" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><i>Example of an on-site recommendation widget using the User Affinity algorithm </i></div></div></div><div class="elementor-element elementor-element-378cec2d retina_parent elementor-widget elementor-widget-image" data-id="378cec2d" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img decoding="async" width="620" height="297" src="https://www.dynamicyield.com/wp-content/uploads/2021/08/email-recs-1.png" class="attachment-full size-full" alt="Email recommendations - you may also like" /></div></div></div><div class="elementor-element elementor-element-f19e926 execution_subtitle bild elementor-widget elementor-widget-text-editor" data-id="f19e926" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Used deep learning AI to serve personalized recommendations directly within emails</div></div></div><div class="elementor-element elementor-element-e992383 execution_text elementor-widget elementor-widget-text-editor" data-id="e992383" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Prior to partnering with Dynamic Yield, the marketing team lacked access to AI-based targeting and was handpicking the products it displayed in its email recommendation widgets. Looking to develop more customer-centric email campaigns tailored to users’ expressed interests, they began using the solution to create a more cohesive user experience based on customers’ on-site interactions. Using smart, machine learning-powered recommendation algorithms, they retargeted users with product recommendation widgets within emails, using a customer’s entire order history and online activity to predict and display the most relevant products. Not only did this allow the team to deliver more relevant recommendations, but automating the experience delivery process also eliminated hours of manual work for their merchandising team and resulted in a 40% increase in revenue per thousand impressions (RPM) from its email campaigns.</div></div></div><div class="elementor-element elementor-element-24d1eec warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="24d1eec" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><i>Personalized email recommendation widget </i></div></div></div><div class="elementor-element elementor-element-0587593 retina_parent elementor-widget elementor-widget-image" data-id="0587593" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img decoding="async" width="584" height="760" src="https://www.dynamicyield.com/wp-content/uploads/2021/08/email-recs-2.png" class="attachment-full size-full" alt="Email recommendations example" /></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-587e5b60 case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="587e5b60" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-3ba3c09a elementor-column elementor-col-100 elementor-top-column" data-id="3ba3c09a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-621991c0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="621991c0" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-6dd2a823 elementor-column elementor-col-100 elementor-inner-column" data-id="6dd2a823" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1eaab1c6 takeaway_title elementor-widget elementor-widget-heading" data-id="1eaab1c6" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Key Takeaway</h2></div></div><div class="elementor-element elementor-element-54443a3e takeaway_text elementor-widget elementor-widget-text-editor" data-id="54443a3e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Understanding the importance of delivering truly tailored experiences to its customers, the retailer’s marketing team knew it needed the ability to not only connect user behavior across channels but also deliver dynamic email experiences personalized to each user. Using Dynamic Yield, the team was able to ensure users were served personalized product recommendations in emails according to past behavior and affinity data. Catering to each user’s preferences and creating cohesive, cross-channel experiences paid dividends, boosting CTRs in emails and generating revenue, in addition to saving its team hours of manual work it previously was allocating to curating product recommendations for static email experiences.</div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-3745595a get_your_demo elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="3745595a" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-4c693415 elementor-column elementor-col-100 elementor-inner-column" data-id="4c693415" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-18c3ea9 get_your_demo_title elementor-widget elementor-widget-heading" data-id="18c3ea9" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">GET YOUR DEMO</h2></div></div><div class="elementor-element elementor-element-6f7fbfd4 elementor-widget elementor-widget-html" data-id="6f7fbfd4" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <script src="//pages.dynamicyield.com/js/forms2/js/forms2.min.js"></script> <div id="cs-form-wrapper"><form id="mktoForm_3739"></form> <script>MktoForms2.loadForm("//pages.dynamicyield.com", "386-GHP-185", 3739, function(form) {
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