Email remains the #1 most effective channel to engage customers, but personalization strategies are often still basic, leading to repeated missed opportunities for conversion.
Today, email personalization reinforced by affinity-based targeting is an essential approach for any marketer looking to increase engagement and revenue upon click-through. Understanding marketers need a way to create significantly more meaningful customer interactions from their email campaigns, Dynamic Yield sought to roll out one of its most powerful solutions, AI-powered affinity targeting for email.
Real-time, behavioral-based personalization bolstered by powerful AI is the future of email marketing. Marketers can keep a pulse on their customer’s evolving preferences, allowing them to elevate their email personalization to understand customer affinity and segment automatically, resulting in heightened relevance in their messages and offers to customers.
The limits of email personalization today
The majority of email sends today rely on manual CRM-based audience segmentation, for example, segmentation by geography, education level, or age. While this is a great starting point, the scope of personalization it yields is not enough to exceed lofty marketing goals.
Emails limited to segmentation with stagnant CRM data like identity data, descriptive data, and quantitative data typically can’t adapt to customer affinities with agility, resulting in lower-than-desired engagement levels. Segmenting manually can cause marketers to fall behind on their customers’ current affinities, leading to emails that aren’t timely or contextually relevant.
What is customer affinity and why is it effective?
Bringing on the missing component, AI, can help marketers tailor the content, offers, and products being shown to customers based on real-time affinities identified from cross-device and cross-channel behaviors. An affinity profile is created based on the actions that a user takes across your digital properties, and these actions translate into an affinity score.
An affinity score takes several things into account: product attribute values, engagement types, engagement frequency, and the recency of these engagements. Engagement types can include actions like product view, add-to-cart, or purchase, and the product attribute values include characteristics like product color, style, and category.
The affinity score is updated based on the type of interaction and when it occurred, and a weight is assigned to each engagement to measure affinity accurately. Recency is taken into account as user behavior and preferences change over time. Affinity profiles need to be refined with each new action in real time, and newer data is favored over older data.
Looking at customer affinity in the context of email, it’s important to understand what that means for marketers. Customer affinities are personal connections forged between people and a particular topic, brand, product, or even product attributes. For example, a customer could have an affinity to brands like Nike and Adidas, or an affinity to specific shirt colors, fabrics, prices, promotions, and styles.
Affinities give us an easy way of contextualizing what customers are interested in, allowing us to craft and send relevant messages, offers, and products. This type of truly individualized messaging can help create more meaningful connections between customers and the brand, resulting in increased customer loyalty and higher conversion rates.
The importance of open-time relevancy in email personalization
According to McKinsey, organizations have seen a decrease of up to 60% in customer churn as a result of data-driven approaches to the customer experience. The benefits of injecting affinity personalization into your email marketing strategy are immense and make it possible to surpass key KPIs like revenue and click-through rate with dynamic, hyper-personalized emails.
A single email campaign might look completely different to two different recipients with different affinities. Open-time relevancy provides a level of email personalization that goes beyond the capabilities of your ESP. Instead of a single email campaign going to an entire segment, teams get exponentially more value from each send as every message is tailored to every recipient.
Building an AI-powered customer affinity program can drive personalization opportunity identification and, in turn, expedite the buying process by dynamically updating areas like banners, navigation categories, promotions, and product recommendations. It’s vital that customers receive emails that are relevant at that moment, personalized to products they’re actively interested in. AI makes it possible to adapt to changing customer affinities, allowing marketers to provide highly contextualized experiences that are sent to the right place at the right time.
Maximizing Email with Real-Time Customer Affinity
Consider the comparison below of an average email built with basic CRM data and an email constructed with targeted customer affinity. In this example, the customer affinity is sunglasses. The email composed without taking customer affinity into account misses the mark here – it communicates that there’s a sale on accessories but doesn’t specifically target the affinity for sunglasses. In the email that takes advantage of customer affinity, you can see personalized hero banner content, 1:1 personalization in the image used, and personalized product recommendations.
This can manifest differently in businesses across industries like Grocery, Retail/eCommerce, Financial Services, and Quick Service Restaurants, but all can benefit from implementing customer-affinity targeting into the email strategy.
Above are examples of industry-specific personalized emails for Financial Services and Grocery. Both emails are tailored to real-time customer affinity and include relevant fields by industry. The Financial Services example features dynamic content displaying “Special Offers for Cardholders”, while the Grocery example displays “Summer Favorites.” These adjustments allow each business to relay the most relevant offers to customers.
Dynamic Yield’s Affinity-Based Targeting
Dynamic Yield’s affinity-based targeting solution generates content dynamically and automatically matches the variation to the customer’s affinity profile by allowing marketers to tag each variation with relevant attributes. Calculated in real-time, the best variation will always be served to the customers, even after the email is sent.
The AI that powers Dynamic Yield’s affinity-based targeting was built with the understanding that customer affinity is always evolving, ensuring that content will always be relevant upon opening. With Dynamic Yield’s affinity-based targeting, marketers no longer need to manually create audiences to segment and target, saving time and making email personalization at scale a tangible possibility.
Materializing Hyper-Personalization
Looking forward, real-time email personalization enriched by AI is becoming more essential every day. As revenue goals and customer expectations climb higher, marketers can no longer rely on the manual segmentation commonly used today. With Dynamic Yield, hyper-personalization can become a reality through AI-powered affinity-based targeting. Transforming email personalization into a dynamic, ongoing process allows marketers to scale their efforts across all audiences and achieve higher email engagement, incremental revenue, and ROI.
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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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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-189060" class="et_pb_post post-189060 post type-post status-publish format-standard has-post-thumbnail hentry category-product tag-affinity-based-personalization tag-email-personalization"><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">How AI is Elevating Emails to Automatically Understand Affinity</h1><h2 class="article-excerpt">Learn how Dynamic Yield's AI-powered affinity-based targeting solution can improve email engagement and generate higher ROI and incremental revenue.</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"></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/sam/" title="Posts by Sam Macleod" rel="author">Sam Macleod</a></div><div class="article-author-title-text"></div></div></div></div><div class="entry-content article-entry-content"><p>Email remains the #1 most effective channel to engage customers, but personalization strategies are often still basic, leading to repeated missed opportunities for conversion.</p><p>Today, <a href="https://www.dynamicyield.com/journey-orchestration/" rel="noopener" target="_blank">email personalization</a> reinforced by affinity-based targeting is an essential approach for any marketer looking to increase engagement and revenue upon click-through. Understanding marketers need a way to create significantly more meaningful customer interactions from their email campaigns, Dynamic Yield sought to roll out one of its most powerful solutions, AI-powered affinity targeting for email.</p><p>Real-time, behavioral-based personalization bolstered by powerful AI is the future of email marketing. Marketers can keep a pulse on their customer’s evolving preferences, allowing them to elevate their <a href="https://www.dynamicyield.com/email/" target="_blank" rel="noopener noreferrer">email personalization</a> to understand customer affinity and segment automatically, resulting in heightened relevance in their messages and offers to customers.</p><h2>The limits of email personalization today</h2><p>The majority of email sends today rely on manual CRM-based <a href="https://www.dynamicyield.com/glossary/audience-segmentation/" target="_blank" rel="noopener noreferrer">audience segmentation</a>, for example, segmentation by geography, education level, or age. While this is a great starting point, the scope of personalization it yields is not enough to exceed lofty marketing goals.</p><p>Emails limited to segmentation with stagnant CRM data like identity data, descriptive data, and quantitative data typically can’t adapt to customer affinities with agility, resulting in lower-than-desired engagement levels. Segmenting manually can cause marketers to fall behind on their customers’ current affinities, leading to emails that aren’t timely or contextually relevant.</p><h2>What is customer affinity and why is it effective?</h2><p>Bringing on the missing component, AI, can help marketers tailor the content, offers, and products being shown to customers based on real-time affinities identified from cross-device and cross-channel behaviors. An <a href="https://www.dynamicyield.com/lesson/exposing-the-complexity-of-user-affinities/" target="_blank" rel="noopener noreferrer">affinity profile</a> is created based on the actions that a user takes across your digital properties, and these actions translate into an affinity score.</p><p>An affinity score takes several things into account: product attribute values, engagement types, engagement frequency, and the recency of these engagements. Engagement types can include actions like product view, add-to-cart, or purchase, and the product attribute values include characteristics like product color, style, and category.</p><p>The affinity score is updated based on the type of interaction and when it occurred, and a weight is assigned to each engagement to measure affinity accurately. Recency is taken into account as user behavior and preferences change over time. Affinity profiles need to be refined with each new action in real time, and newer data is favored over older data.</p><p><img fetchpriority="high" decoding="async" class="alignnone size-large wp-image-189083" src="https://www.dynamicyield.com/wp-content/uploads/2023/01/dy-ai-elevating-emails-inline-1-1024x459.png" alt="" width="1024" height="459" /></p><p>Looking at customer affinity in the context of email, it’s important to understand what that means for marketers. Customer affinities are personal connections forged between people and a particular topic, brand, product, or even product attributes. For example, a customer could have an affinity to brands like Nike and Adidas, or an affinity to specific shirt colors, fabrics, prices, promotions, and styles.</p><p>Affinities give us an easy way of contextualizing what customers are interested in, allowing us to craft and send relevant messages, offers, and products. This type of truly individualized messaging can help create more meaningful connections between customers and the brand, resulting in increased customer loyalty and higher <a href="https://www.dynamicyield.com/glossary/conversion-rate/" target="_blank" rel="noopener noreferrer">conversion rates</a>.</p><h2>The importance of open-time relevancy in email personalization</h2><p>According to <a href="https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-customer-centric-approach-to-marketing-in-a-privacy-first-world" target="_blank" rel="noopener noreferrer">McKinsey</a>, organizations have seen a decrease of up to 60% in customer churn as a result of data-driven approaches to the customer experience. The benefits of injecting affinity personalization into your email marketing strategy are immense and make it possible to surpass key KPIs like revenue and <a href="https://www.dynamicyield.com/glossary/ctr/" target="_blank" rel="noopener noreferrer">click-through</a> rate with dynamic, hyper-personalized emails.</p><p>A single email campaign might look completely different to two different recipients with different affinities. Open-time relevancy provides a level of email personalization that goes beyond the capabilities of your ESP. Instead of a single email campaign going to an entire segment, teams get exponentially more value from each send as every message is tailored to every recipient.</p><p>Building an AI-powered customer affinity program can drive personalization opportunity identification and, in turn, expedite the buying process by dynamically updating areas like banners, navigation categories, promotions, and <a href="https://www.dynamicyield.com/lesson/product-recommendations-guide/" target="_blank" rel="noopener noreferrer">product recommendations</a>. It’s vital that customers receive emails that are relevant at that moment, personalized to products they’re actively interested in. AI makes it possible to adapt to changing customer affinities, allowing marketers to provide highly contextualized experiences that are sent to the right place at the right time.</p><h2>Maximizing Email with Real-Time Customer Affinity</h2><p>Consider the comparison below of an average email built with basic CRM data and an email constructed with targeted customer affinity. In this example, the customer affinity is sunglasses. The email composed without taking customer affinity into account misses the mark here – it communicates that there’s a sale on accessories but doesn’t specifically target the affinity for sunglasses. In the email that takes advantage of customer affinity, you can see personalized hero banner content, 1:1 personalization in the image used, and personalized product recommendations.</p><p><img decoding="async" class="alignnone size-large wp-image-189068" src="https://www.dynamicyield.com/wp-content/uploads/2023/01/dy-ai-elevating-emails-inline-2-1024x601.png" alt="" width="1024" height="601" /></p><p>This can manifest differently in businesses across industries like Grocery, Retail/<a href="https://www.dynamicyield.com/ecommerce" target="_blank" rel="noopener noreferrer">eCommerce</a>, <a href="https://www.dynamicyield.com/financial-services/" target="_blank" rel="noopener noreferrer">Financial Services</a>, and <a href="https://www.dynamicyield.com/qsr/" target="_blank" rel="noopener noreferrer">Quick Service Restaurants</a>, but all can benefit from implementing customer-affinity targeting into the <a href="https://www.dynamicyield.com/talks/email-personalization-strategy" target="_blank" rel="noopener noreferrer">email strategy</a>.</p><p><img decoding="async" class="alignnone size-large wp-image-189078" src="https://www.dynamicyield.com/wp-content/uploads/2023/01/dy-ai-elevating-emails-inline-3-1024x601.png" alt="" width="1024" height="601" /></p><p>Above are examples of industry-specific personalized emails for Financial Services and Grocery. Both emails are tailored to real-time customer affinity and include relevant fields by industry. The Financial Services example features dynamic content displaying “Special Offers for Cardholders”, while the Grocery example displays “Summer Favorites.” These adjustments allow each business to relay the most relevant offers to customers.</p><h2>Dynamic Yield’s Affinity-Based Targeting </h2><p>Dynamic Yield’s <a href="https://www.dynamicyield.com/blog/affinity-based-audiences/" target="_blank" rel="noopener noreferrer">affinity-based targeting solution</a> generates content dynamically and automatically matches the variation to the customer’s affinity profile by allowing marketers to tag each variation with relevant attributes. Calculated in real-time, the best variation will always be served to the customers, even after the email is sent.</p><p>The AI that powers Dynamic Yield’s affinity-based targeting was built with the understanding that customer affinity is always evolving, ensuring that content will always be relevant upon opening. With Dynamic Yield’s affinity-based targeting, marketers no longer need to manually create audiences to segment and target, saving time and making email personalization at scale a tangible possibility.</p><h2>Materializing Hyper-Personalization</h2><p>Looking forward, real-time email personalization enriched by AI is becoming more essential every day. As revenue goals and customer expectations climb higher, marketers can no longer rely on the manual segmentation commonly used today. With Dynamic Yield, hyper-personalization can become a reality through AI-powered affinity-based targeting. Transforming email personalization into a dynamic, ongoing process allows marketers to scale their efforts across all audiences and achieve higher email engagement, incremental revenue, and ROI.</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/affinity-based-personalization/" rel="tag">Affinity-based personalization</a><a href="https://www.dynamicyield.com/blog/tag/email-personalization/" rel="tag">email personalization</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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id="article-script-js"></script> <script type="text/javascript" id="dc_conversion_api-js-extra">var ajax_obj = {"nonce":"4a0670c385","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>