As we inch closer to the holidays, email communication plans for this year’s holiday shopping season are becoming increasingly paramount for marketing teams. With 60% of consumers stating that they’ve made purchases as a result of a marketing email that they’ve received, it’s clear that an effective email marketing strategy can positively impact customer acquisition and retention efforts.
This year, many shoppers will be moving away from purchasing experiences and instead, opt for buying more traditional, tangible gifts. Below, learn how to use Dynamic Yield’s email capabilities to personalize content that will guide users back to your site as they shop for gifts this holiday season.
Dynamic content email campaign: Gift guide banners
If your team is adding a holiday shopping gift guide or gift-specific category pages to the site, promote these pages in your marketing emails using a Dynamic Content Email campaign. Not only will a banner image ensure users are aware of your site’s gift-specific offerings, but it will create a convenient way for all users to access these pages. We recommend including these banners in all email marketing communications sent to customers, even if the users haven’t been identified within the Dynamic Yield platform.
An overview of how to set up your dynamic content email campaign
Create a dynamic content Email campaign and leverage a holiday-specific banner image for the campaign’s default experience. Note: Dynamic content email campaigns will always have a default experience that will be served to users that have not yet been identified by Dynamic Yield. Apply the URL link for the gift guide page or the main gift-specific category page of your site for each variation of the Default experience. Users that have not yet been identified by Dynamic Yield or that do not meet the conditions to belong to one of the audiences that other experiences in the campaign may be targeting will be served with the default experience.
Once you’ve finished creating the Default experience, you’ll be able to create additional experiences to target specific audiences. For example, if you have an audience of users that have browsed for and/or purchased products from the category for Women and you have a gift-specific subcategory page for “Gifts for Her,” you could target your “Women’s Browse & Buy” audience with an experience that has a banner.
An example of a personalized email with a banner highlighting holiday shopping
Another idea could be to target based on brand purchase history. For instance, if your DY personalization plan constitutes audience segments of users that have previously purchased products from specific brands, you could create experiences with banner images that promote those brands and that will link users to a brand-specific category page when they click on the banner in the email. You could also target based on “bargain browsing behaviors.” For example, if you have an audience of users that typically only browse or purchase from the Sale category of your site, you could create an experience targeted to that group of users with a banner that promotes seasonal sale items and links users to a holiday sale category page.
After creating as many audience-targeted experiences as you see fit, publish the dynamic content email campaign and copy the code snippet that will pop up within the DY admin. Then, paste the code snippet into an email template within your email service provider (ESP).
Email recommendations campaign: Gifts to give (& get for yourself)
Including product recommendations in marketing emails can have a major impact on ROI. In fact, personalized product recommendations can lead to an increase in sales conversions of 30% and boost CTR by 35%. Drive-up conversion rates during the holidays by adding a recommendation widget to your marketing emails to surface gift ideas that users can purchase for loved ones, or even treat themselves with.
An overview of how to set up your email recommendations campaign
Create an Email Recommendation widget template that has a variable for title text and a variable for the background color of that title text. Then, create a new email recommendation widget campaign with the following configurations:
- Select the widget template that you created and then select the “Popularity” recommendation strategy.
- If your product feed includes a category or keyword(s) for “gifts,” or if your team is planning to promote any specific items or brands for the holidays, add a Custom Filter Rule to ensure the widget serves those items that will be relevant to holiday shoppers.
- You can also define additional Custom Filter Rules for audience targeting depending on your team’s personalization goals. For example, if your team has built an audience for returning customers that regularly purchase higher-priced items, you could add a Custom Filter to target users in that audience with items within a specific high-dollar value range.
After you’ve saved the email recommendation widget and have embedded the code snippet into your ESP, the widget will look similar to the example below.
An example of personalized product recommendations in an email campaign.
Triggered email campaign: Cart abandonment email
Most consumers have had the experience of browsing a site in search of the ideal gift to buy someone for the holidays, finding a product they’ve liked enough to add to their cart, but ultimately end up leaving the site without completing a purchase. Sending users a cart abandonment email can be a handy approach for nudging them to convert, especially during the holidays. In fact, 21% of users will click on a cart abandonment email that they receive, and 10.7% of those emails lead to a shopping cart abandonment recovery. Leverage Dynamic Yield to send a Cart Abandonment Triggered Email when a user adds a potential gift item to their cart and leaves the site without completing a purchase.
An overview of how to set up your triggered email campaign
If your team has not done so already, incorporate a category or keywords to the product feed for your site’s 2020 winter/holiday collection, gift-specific items, or any products that would be relevant to promote for holiday gift-giving. Then, add a new Cart Abandonment campaign with the following configurations:
- Apply the Trigger condition for “product with property,” and select the product property(s) that best corresponds with the gift-related elements of the product feed.
- For the Cancel Send setting, we recommend that you use the default settings of ‘purchase’ or ‘new session started’ or you can override the default settings and define your own.
- We recommend defining the Delay Send setting as “1 day” after products are added to cart. However, you have the option to specify the number of minutes, hours, or days that you’d like the system to wait to send the email after the ‘Add to Cart’ trigger event has occurred.
- For the Frequency Capping setting, we suggest that you specify sending “Up to 1 email per 1 week(s).” This way, if users revisit the site throughout the week to add items to their cart and leave the site before purchasing as they’re trying to decide if they want to follow through with placing an order, they won’t be unintentionally bombarded with several emails about the items they’ve left in their cart.
- For the variations of a triggered email campaign, select the out-of-the-box “Cart Abandonment” template and use the design variables of the template to incorporate messaging for the subject line, email header, and cart details applicable to the user leaving a potential gift in their cart.
An example of a triggered holiday email to recover holiday shoppers that have abandoned their carts.
I hope these campaign ideas inspire you this holiday season and encourage you to continue testing additional ideas that could help your bottom line over the next few months. The eCommerce space is packed with more competition than ever before, but armed with powerful, personalized email campaigns to implement, you’ll be able to stand out from the crowd and deliver highly engaging customer experiences that shoppers will remember.
And for any Dynamic Yield customers looking for feedback on campaign ideas or inspiration from other leading brands in our customer base, pay a visit to our Community site to share tips and tricks with other marketers.
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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 menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to 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 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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" 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class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path 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class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-143781" class="et_pb_post post-143781 post type-post status-publish format-standard has-post-thumbnail hentry category-product tag-email-personalization tag-holiday-shopping"><div class="article-content"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/blog/" title="Blog">Blog</a><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/product/" rel="category tag">Product</a></li></ul></div><h1 class="article-title">Personalized holiday email campaigns to inspire gift givers</h1><h2 class="article-excerpt">Learn how to use the Dynamic Yield platform to build powerful, personalized email campaigns that will help your holiday strategy shine this year.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/Ashley%20Berman-115.png" alt="Ashley Berman" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/ashley-berman/" title="Posts by Ashley Berman" rel="author">Ashley Berman</a></div><div class="article-author-title-text"> Senior Customer Education Manager, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p>As we inch closer to the holidays, email communication plans for this year’s holiday shopping season are becoming increasingly paramount for marketing teams. With <a href="https://blogs.constantcontact.com/email-marketing-statistics/" target="_blank" rel="noopener noreferrer">60%</a> of consumers stating that they’ve made purchases as a result of a marketing email that they’ve received, it’s clear that an effective email marketing strategy can positively impact customer acquisition and retention efforts.</p><p>This year, many shoppers will be <a href="https://www.washingtonpost.com/business/2020/08/17/holiday-shopping-2020-black-friday/" target="_blank" rel="noopener noreferrer">moving away</a> from purchasing experiences and instead, opt for buying more traditional, tangible gifts. Below, learn how to use Dynamic Yield’s email capabilities to personalize content that will guide users back to your site as they shop for gifts this holiday season.</p><h2><strong>Dynamic content email campaign: Gift guide banners</strong></h2><p>If your team is adding a holiday shopping gift guide or gift-specific category pages to the site, promote these pages in your marketing emails using a Dynamic Content Email campaign. Not only will a banner image ensure users are aware of your site’s gift-specific offerings, but it will create a convenient way for all users to access these pages. We recommend including these banners in all email marketing communications sent to customers, even if the users haven’t been identified within the Dynamic Yield platform.</p><h3>An overview of how to set up your dynamic content email campaign</h3><p>Create a dynamic content Email campaign and leverage a holiday-specific banner image for the campaign’s default experience. <em>Note:</em> Dynamic content email campaigns will always have a default experience that will be served to users that have not yet been identified by Dynamic Yield. Apply the URL link for the gift guide page or the main gift-specific category page of your site for each variation of the Default experience. Users that have not yet been identified by Dynamic Yield or that do not meet the conditions to belong to one of the audiences that other experiences in the campaign may be targeting will be served with the default experience.</p><p>Once you’ve finished creating the Default experience, you’ll be able to create additional experiences to target specific audiences. For example, if you have an audience of users that have browsed for and/or purchased products from the category for Women and you have a gift-specific subcategory page for “Gifts for Her,” you could target your “Women’s Browse & Buy” audience with an experience that has a banner.</p><div style="text-align: center;"><img fetchpriority="high" decoding="async" class="size-full wp-image-143821" style="box-shadow: 0 0 10px #999; margin-bottom: -7px;" src="https://www.dynamicyield.com/wp-content/uploads/2020/10/DY-XmasInboxes-InlineImage-1.jpg" alt="An example of a personalized email with a banner highlighting holiday shopping" width="1330" height="657" /><br /> <span style="font-size: 12px; solid #999; text-align: center; margin-bottom: 15px;">An example of a personalized email with a banner highlighting holiday shopping</span></div></p><p>Another idea could be to target based on brand purchase history. For instance, if your DY personalization plan constitutes audience segments of users that have previously purchased products from specific brands, you could create experiences with banner images that promote those brands and that will link users to a brand-specific category page when they click on the banner in the email. You could also target based on “bargain browsing behaviors.” For example, if you have an audience of users that typically only browse or purchase from the Sale category of your site, you could create an experience targeted to that group of users with a banner that promotes seasonal sale items and links users to a holiday sale category page.</p><p>After creating as many audience-targeted experiences as you see fit, publish the dynamic content email campaign and copy the code snippet that will pop up within the DY admin. Then, paste the code snippet into an email template within your email service provider (ESP).</p><h2><strong>Email recommendations campaign: Gifts to give (& get for yourself) </strong></h2><p>Including product recommendations in marketing emails can have a major impact on ROI. In fact, personalized <a href="https://www.dynamicyield.com/lesson/product-recommendations-guide/">product recommendations</a> can lead to an increase in sales conversions of 30% and boost CTR by <a href="https://99firms.com/blog/email-marketing-statistics/" target="_blank" rel="noopener noreferrer">35%</a>. Drive-up conversion rates during the holidays by adding a recommendation widget to your marketing emails to surface gift ideas that users can purchase for loved ones, or even treat themselves with.</p><h3>An overview of how to set up your email recommendations campaign</h3><p>Create an Email Recommendation widget template that has a variable for title text and a variable for the background color of that title text. Then, create a new email recommendation widget campaign with the following configurations:</p><ul><li>Select the widget template that you created and then select the “Popularity” recommendation strategy.</li><li>If your product feed includes a category or keyword(s) for “gifts,” or if your team is planning to promote any specific items or brands for the holidays, add a Custom Filter Rule to ensure the widget serves those items that will be relevant to holiday shoppers.</li><li>You can also define additional Custom Filter Rules for audience targeting depending on your team’s personalization goals. For example, if your team has built an audience for returning customers that regularly purchase higher-priced items, you could add a Custom Filter to target users in that audience with items within a specific high-dollar value range.</li></ul><p>After you’ve saved the email recommendation widget and have embedded the code snippet into your ESP, the widget will look similar to the example below.</p><div style="text-align: center;"><img decoding="async" class="size-full wp-image-143815" style="box-shadow: 0 0 10px #999; margin-bottom: -7px;" src="https://www.dynamicyield.com/wp-content/uploads/2020/10/DY-XmasInboxes-InlineImage-2.jpg" alt="An example of personalized product recommendations in an email campaign." width="1330" height="697" /><br /> <span style="font-size: 12px; solid #999; text-align: center; margin-bottom: 15px;">An example of personalized product recommendations in an email campaign.</span></div><h2><strong>Triggered email campaign: Cart abandonment email</strong></h2><p>Most consumers have had the experience of browsing a site in search of the ideal gift to buy someone for the holidays, finding a product they’ve liked enough to add to their cart, but ultimately end up leaving the site without completing a purchase. Sending users a cart abandonment email can be a handy approach for nudging them to convert, especially during the holidays. In fact, 21% of users will click on a cart abandonment email that they receive, and <a href="https://truelist.co/blog/shopping-cart-abandonment-stats/" target="_blank" rel="noopener noreferrer">10.7%</a> of those emails lead to a <a href="https://www.dynamicyield.com/lesson/shopping-cart-abandonment-strategy/">shopping cart abandonment recovery</a>. Leverage Dynamic Yield to send a Cart Abandonment <a href="https://www.dynamicyield.com/glossary/triggered-email/">Triggered Email</a> when a user adds a potential gift item to their cart and leaves the site without completing a purchase.</p><p><strong>An overview of how to set up your triggered email campaign</strong></p><p>If your team has not done so already, incorporate a category or keywords to the product feed for your site’s 2020 winter/holiday collection, gift-specific items, or any products that would be relevant to promote for holiday gift-giving. Then, add a new Cart Abandonment campaign with the following configurations:</p><ul><li>Apply the <strong>Trigger</strong> condition for “product with property,” and select the product property(s) that best corresponds with the gift-related elements of the product feed.</li><li>For the <strong>Cancel Send</strong> setting, we recommend that you use the default settings of ‘purchase’ or ‘new session started’ or you can override the default settings and define your own.</li><li>We recommend defining the <strong>Delay Send</strong> setting as “1 day” after products are added to cart. However, you have the option to specify the number of minutes, hours, or days that you’d like the system to wait to send the email after the ‘Add to Cart’ trigger event has occurred.</li><li>For the <strong>Frequency Capping</strong> setting, we suggest that you specify sending “Up to 1 email per 1 week(s).” This way, if users revisit the site throughout the week to add items to their cart and leave the site before purchasing as they’re trying to decide if they want to follow through with placing an order, they won’t be unintentionally bombarded with several emails about the items they’ve left in their cart.</li><li>For the variations of a triggered email campaign, select the out-of-the-box “Cart Abandonment” template and use the design variables of the template to incorporate messaging for the subject line, email header, and cart details applicable to the user leaving a potential gift in their cart.</li></ul><div style="text-align: center;"><img decoding="async" class="size-full wp-image-143874" style="box-shadow: 0 0 10px #999; margin-bottom: -7px;" src="https://www.dynamicyield.com/wp-content/uploads/2020/10/DY-XmasInboxes-InlineImage-3-1.jpg" alt="An example of a triggered holiday email to recover holiday shoppers that have abandoned their carts." width="1330" height="684" /><span style="font-size: 12px; solid #999; text-align: center; margin-bottom: 15px;">An example of a triggered holiday email to recover holiday shoppers that have abandoned their carts.</span></div><p><be><br /> I hope these campaign ideas inspire you this holiday season and encourage you to continue testing additional ideas that could help your bottom line over the next few months. The eCommerce space is packed with more competition than ever before, but armed with powerful, <a href="https://www.dynamicyield.com/email/">personalized email campaigns</a> to implement, you’ll be able to stand out from the crowd and deliver highly engaging customer experiences that shoppers will remember.</p><p>And for any Dynamic Yield customers looking for feedback on campaign ideas or inspiration from other leading brands in our customer base, pay a visit to our <a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a> site to share tips and tricks with other marketers.</p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/product/" rel="category tag">Product</a></li></ul></div><div class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/email-personalization/" rel="tag">email personalization</a><a href="https://www.dynamicyield.com/blog/tag/holiday-shopping/" rel="tag">holiday shopping</a></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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src="https://www.dynamicyield.com/wp-content/themes/Divi/js/cid-validation.js?ver=21.85" id="cid-validation"></script><script type="text/javascript" src="https://cdnjs.cloudflare.com/ajax/libs/select2/4.0.5/js/select2.min.js" id="select2-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_6ee6e48031ef5dddfe05a9f11136201f.js" id="post-checklist-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_5113be2479418a077e699b1647e0adef.js" id="post-event-cards-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/plugins/wp-featherlight/js/wpFeatherlight.pkgd.min.js?ver=1.3.4" id="wp-featherlight-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_17babe2fc54117766e24bd50889c6577.js?ver=1772270278" id="article-script-js"></script> <script type="text/javascript" id="dc_conversion_api-js-extra">var ajax_obj = {"nonce":"910abf0a29","ajax_url":"https:\/\/www.dynamicyield.com\/wp-admin\/admin-ajax.php","ajax_action":"conversion_api_call"};</script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_34a6a3100a2ecbc7706af2d4c798f856.js?ver=935c7f8ce03960b02800bc8ae3231df8" id="dc_conversion_api-js"></script> <script type="text/javascript" data-noptimize>var dy_search_params = new URLSearchParams(window.location.search);
if(dy_search_params.has('utm_source')) {
localStorage.setItem('utm_source', dy_search_params.get('utm_source'));
}
if(dy_search_params.has('utm_medium')) {
localStorage.setItem('utm_medium', dy_search_params.get('utm_medium'));
}
if(dy_search_params.has('utm_content')) {
localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
}
if(dy_search_params.has('utm_campaign')) {
localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
}
if(dy_search_params.has('utm_term')) {
localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
}
if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
}
// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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