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4 Signs It's Time To Move Beyond Your ESP's Personalization Functionality
2026-02-28 17:03 Diff
https://www.dynamicyield.com/article/go-beyond-esp-personalization/
Summarize this articleHere’s what you need to know:
While email service providers (ESPs) offer basic personalization features, they lack the ability to incorporate real-time customer behavior across channels and leverage advanced algorithms for dynamic content and product recommendations.
ESPs personalize emails at send-time, not open-time, resulting in irrelevant content that doesn’t reflect a customer’s latest preferences or actions.
ESPs lack advanced behavioral triggers, limiting marketers’ ability to engage customers with timely and relevant emails based on specific actions or events.
ESPs struggle to personalize email experiences consistently across channels, failing to meet customer expectations for a seamless brand journey.
Integrating a dedicated personalization solution with your ESP unlocks deeper customer data and enables real-time email personalization, driving higher engagement, revenue, and operational efficiency.
Today’s tailored website, SMS, and mobile app experiences would be unfathomable in the early days of the internet – or even 10 years ago. But when you compare these with the level of personalization in today’s email marketing landscape, you start to see a gap. Despite email remaining one of the strongest channels for driving engagement and revenue, the level of personalization within email inboxes doesn’t match that of other channels, leading to inconsistent experiences and lost opportunities.
So why is this the case?
Historically, personalizing emails for each recipient required an extraordinary manual effort that did not justify the ROI from this channel. And while email service providers (ESPs) have recently begun layering capabilities into their offerings to meet the demand for more individualized experiences, they haven’t quite matched those offered by pure personalization players. But as those solutions have been able to more easily integrate their advanced personalization capabilities across channels (including email), it’s opened a new door for teams to create tailored email experiences with greater agility and speed.
The strengths and limitations of personalizing with an ESP

Email service providers deliver brands tremendous value in the form of:
Contact organization and management
Email marketing (like promotional email blasts)
Email automation (like triggered emails and lead nurturing sequences)
Orchestration of transactional emails
But when it comes to incorporating personalization out of the box, ESPs typically offer fundamental recommendation capabilities that are basic and limited in functionality, struggling to comprehensively take into account real-time customer behavior across the entire brand’s touchpoints. Thus, brands that want to accelerate revenue growth from email will need to complement their ESP with deeper personalization capabilities.
So how do you know when it’s time?
You’re only able to include entry-level personalization in emails
You’re personalizing emails at send-time instead of open-time
You’re missing out on leveraging advanced behavioral triggers
You’re unable to create consistency across email and other channels
Let’s dive into each of these signals, taking a closer look at their limitations and the alternative way to achieve powerful email personalization with a more advanced solution.
1. You’re only able to include entry-level personalization in emails

Today’s limitation — Most ESPs allow marketers to tailor emails based on contextual and behavioral data, which includes basic CRM data and broad audience segmentation. However, it’s not possible to incorporate deeper personalization capabilities like dynamic content and banners that are based on a customer’s real-time affinity profile – reflective of their most recent behavior, preferences, and intent across all connected channels. Moreover, ESPs often cannot leverage customer loyalty or cross-device behavior data, and don’t allow implementing multiple recommendation algorithms in a single email with the ability to auto-dedupe items. This results in emails that appear to be personalized, but in reality, are too broad and generic.
The better way — By plugging a personalization solution directly into the ESP, brands can build emails around multiple recommendation strategies. These strategies may include recently viewed, recommended for you, top-rated, and recently added algorithms, as well as more sophisticated predictive and deep machine learning recommendation models to surface exciting and relevant products that self-update according to changes in:
A customer’s entire purchase history, including online and offline purchases
A customer’s entire browsing activity and recently viewed products, while taking into account recency of activities, sequence of events, and type of activities
A customer’s unique affinity profile that reflects their most recent preferences and intent (For example, if a customer has recently purchased a refrigerator, a smartphone, or a new laptop, an affinity recommendation algorithm can identify what would likely be interesting as complementary products)
Trending products and social proof data like reviews and ratings, affinity towards product attributes like brands, colors, sizes, and more, as well as geographic dimensions that may be relevant (e.g. trending products in your area)
As a great example, The Warehouse Group’s email personalization strategy involves embedding recommendation widgets from Dynamic Yield into its ESP, with algorithms automatically generating which products to show based on special filters created by the team. This enabled them to serve 40+ modules of personalized content across three brands in a single send, which generated a 14% uplift in click-through rate and saved them 28 hours in operational costs per week.
To the left, a popularity algorithm with filters set to show only 5-star rated products with 4 or more views, and to the right, the same algorithm filtered to only show recently added products
2. You’re personalizing emails at send-time instead of open-time

Today’s limitation — Many of today’s email marketing sends are personalized at the time of send rather than when the email is opened, meaning the content and recommendations are predetermined and may not necessarily reflect the customer’s most recent behavior, preferences, and intent. For example, if an email is sent on Friday but opened on Monday and the recipient browsed and purchased over the weekend, the fixed send-time content may now be completely irrelevant to the recipient.
The better way — Using open-time email product recommendations, content can be rendered upon email-open for each recipient, resulting in every email being personalized for that specific moment in time. Combining this open-time technology with affinity-based email personalization in this way ensures that brands get exponentially more value from each send as every message is tailored to every recipient.
Open-time recommendations allow for delivery of the most compelling offer based on the most up-to-date customer information and affinities
3. You’re missing out on leveraging advanced behavioral triggers

Today’s limitation — While ESPs provide automation by triggering emails based on predefined events such as when someone makes a purchase, engages with an email, or is added to a list or segment, they often don’t incorporate triggers using more meaningful behavioral data. Further, setting up custom trigger events likely isn’t possible, leaving marketers to miss out on valuable opportunities to engage customers with timely and relevant content.
The better way — Category view, product view, cart abandonment, and even price drop are just some of the important events that an advanced personalization solution can bring to the table and trigger behavioral emails off of. In fact, any custom event can be supported, allowing marketers to automatically send emails based on specific user interactions from the website or app that are deemed important by the business.
Advanced behavior-based triggers enable the automatic delivery of emails based on important user activity on the site or mobile
4. You’re unable to create consistency across email and other channels

Today’s limitation — ESPs can incorporate transaction, email, CRM, and in some cases, site data to either deliver the basic trigger-based emails discussed above or create targeted lists from which to send more tailored email promotions. And while this may be enough if viewed in a vacuum, the harsh reality is that customers have come to expect greater personalization, similar to what they already receive on the site and mobile. This requires real-time personalization to occur on and between channels.
The better way — Connecting your ESP with a personalization solution grants you the ability to not only supercharge your email campaigns with real-time content tailored to the individual but also ensure that when a recipient clicks through, the experience on the site or app (e.g. messaging and creative) is consistent with the email experience that brought them there in the first place. Then, activity from the site can be used to further personalize interactions across channels, including email, creating a continual feedback loop that maintains consistency and relevance.
An omnichannel experience, from the site to email and back again with personalization creating consistency at every touchpoint
True 1:1 email personalization is closer than you think

Today’s consumers browse the website, click an email, scroll through the mobile app, and make purchases offline. And they expect each interaction to be cohesive across channels. While ESPs deliver value in many powerful ways, relying solely on their out-of-the-box personalization functionality will not only fail to deliver these tailored experiences but also diminish the derived value from email sends and sink valuable hours in operational costs.
The good news is that teams can supercharge their ESP’s email-sending functionality with predictive email personalization software, enabling them to individualize every send in new, exciting, simplified ways and capitalize on the exponential revenue potential from an already powerful sales channel.
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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span 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-198316" class="et_pb_post post-198316 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-tags-email-personalization article-function-conversion-optimization article-function-leadership article-function-marketing article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting &amp; Personalization</a></div><h1 class="article-title">4 Signs It&#8217;s Time To Move Beyond Your ESP&#8217;s Personalization Functionality</h1><h2 class="article-excerpt">Despite their many strengths, brands must look to connect their ESPs to more advanced personalization solutions for emails based on real-time, cross-channel customer behavior.</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/ErnieSanteralli-130.jpeg"  alt="Ernie Santeralli" 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/erniesanteralli/" title="Posts by Ernie Santeralli" rel="author">Ernie Santeralli</a></div><div class="article-author-title-text"> Content Marketing Manager</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p><script src="https://fast.wistia.com/embed/medias/a8p4b3k08s.jsonp" async></script><script src="https://fast.wistia.com/assets/external/E-v1.js" async></script></p><div class="wistia_responsive_padding" style="padding:56.25% 0 0 0;position:relative;"><div class="wistia_responsive_wrapper" style="height:100%;left:0;position:absolute;top:0;width:100%;"><div class="wistia_embed wistia_async_a8p4b3k08s seo=false videoFoam=true" style="height:100%;position:relative;width:100%"><div class="wistia_swatch" style="height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;"><img decoding="async" src="https://fast.wistia.com/embed/medias/a8p4b3k08s/swatch" style="filter:blur(5px);height:100%;object-fit:contain;width:100%;" alt="" aria-hidden="true" onload="this.parentNode.style.opacity=1;" /></div></div></div></div><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here&#8217;s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">While email service providers (ESPs) offer basic personalization features, they lack the ability to incorporate real-time customer behavior across channels and leverage advanced algorithms for dynamic content and product recommendations.</li><li style="margin: 10px 0;">ESPs personalize emails at send-time, not open-time, resulting in irrelevant content that doesn&#8217;t reflect a customer&#8217;s latest preferences or actions.</li><li style="margin: 10px 0;">ESPs lack advanced behavioral triggers, limiting marketers&#8217; ability to engage customers with timely and relevant emails based on specific actions or events.</li><li style="margin: 10px 0;">ESPs struggle to personalize email experiences consistently across channels, failing to meet customer expectations for a seamless brand journey.</li><li style="margin: 10px 0;">Integrating a dedicated personalization solution with your ESP unlocks deeper customer data and enables real-time email personalization, driving higher engagement, revenue, and operational efficiency.</li></ul></div><p></p><p>Today&rsquo;s tailored website, SMS, and mobile app experiences would be unfathomable in the early days of the internet &ndash; or even 10 years ago. But when you compare these with the level of <a href="https://www.dynamicyield.com/article/personalization-guide/" rel="noopener" target="_blank">personalization</a> in today&rsquo;s email marketing landscape, you start to see a gap. Despite email remaining one of the strongest channels for driving engagement and revenue, the level of personalization within email inboxes doesn&rsquo;t match that of other channels, leading to inconsistent experiences and lost opportunities.</p><p>So why is this the case?&nbsp;</p><p>Historically, personalizing emails for each recipient required an extraordinary manual effort that did not justify the ROI from this channel. And while email service providers (ESPs) have recently begun layering capabilities into their offerings to meet the demand for more individualized experiences, they haven&rsquo;t quite matched those offered by pure personalization players. But as those solutions have been able to more easily integrate their advanced personalization capabilities across channels (including email), it&rsquo;s opened a new door for teams to create tailored email experiences with greater agility and speed.&nbsp;</p><h2>The strengths and limitations of personalizing with an ESP</h2><p><a href="https://www.dynamicyield.com/glossary/email-service-provider/">Email service providers</a> deliver brands tremendous value in the form of:</p><ul><li aria-level="1">Contact organization and management</li><li aria-level="1">Email marketing (like <a href="https://www.dynamicyield.com/glossary/promotional-email-blast/">promotional email blasts</a>)</li><li aria-level="1">Email automation (like triggered emails and <a href="https://www.dynamicyield.com/glossary/lead-nurturing/">lead nurturing</a> sequences)</li><li aria-level="1">Orchestration of <a href="https://www.dynamicyield.com/glossary/transactional-email/">transactional emails</a></li></ul><p>But when it comes to incorporating personalization out of the box, ESPs typically offer fundamental recommendation capabilities that are basic and limited in functionality, struggling to comprehensively take into account real-time customer behavior across the entire brand&rsquo;s touchpoints. Thus, brands that want to accelerate revenue growth from email will need to complement their ESP with deeper personalization capabilities.</p><p>So how do you know when it&rsquo;s time?&nbsp;</p><ul><li aria-level="1"><strong>You&rsquo;re only able to include entry-level personalization in emails</strong></li></ul><ul><li aria-level="1"><strong>You&rsquo;re personalizing emails at send-time instead of open-time</strong></li></ul><ul><li aria-level="1"><strong>You&rsquo;re missing out on leveraging advanced behavioral triggers</strong></li></ul><ul><li aria-level="1"><strong>You&rsquo;re unable to create consistency across email and other channels</strong></li></ul><p>Let&rsquo;s dive into each of these signals, taking a closer look at their limitations and the alternative way to achieve powerful <a href="https://www.dynamicyield.com/journey-orchestration/">email personalization</a> with a more advanced solution.</p><h3>1. You&rsquo;re only able to include entry-level personalization in emails</h3><p><strong>Today&rsquo;s limitation &mdash; </strong>Most ESPs allow marketers to tailor emails based on contextual and behavioral data, which includes basic CRM data and broad <a href="https://www.dynamicyield.com/glossary/audience-segmentation/">audience segmentation</a>. However, it&rsquo;s not possible to incorporate deeper personalization capabilities like dynamic content and banners that are based on a customer&rsquo;s <a href="https://www.dynamicyield.com/lesson/exposing-the-complexity-of-user-affinities/">real-time affinity profile</a> &ndash; reflective of their most recent behavior, preferences, and intent across all connected channels. Moreover, ESPs often cannot leverage customer loyalty or cross-device behavior data, and don&rsquo;t allow implementing multiple recommendation algorithms in a single email with the ability to auto-dedupe items. This results in emails that appear to be personalized, but in reality, are too broad and generic.</p><p><strong>The better way &mdash; </strong>By plugging a personalization solution directly into the ESP, brands can build emails around multiple <a href="https://www.dynamicyield.com/lesson/product-recommendation-strategies/">recommendation strategies</a>. These strategies may include recently viewed, recommended for you, top-rated, and recently added algorithms, as well as more sophisticated predictive and <a href="https://www.dynamicyield.com/lesson/deep-learning-recommendations/">deep machine learning recommendation models</a> to surface exciting and relevant products that self-update according to changes in:</p><ul><li aria-level="1">A customer&rsquo;s entire purchase history, including online and offline purchases</li></ul><ul><li aria-level="1">A customer&rsquo;s entire browsing activity and recently viewed products, while taking into account recency of activities, sequence of events, and type of activities</li></ul><ul><li aria-level="1">A customer&rsquo;s unique affinity profile that reflects their most recent preferences and intent (For example, if a customer has recently purchased a refrigerator, a smartphone, or a new laptop, <a href="https://www.dynamicyield.com/lesson/affinity-based-recommendations/">an affinity recommendation algorithm</a> can identify what would likely be interesting as complementary products)</li></ul><ul><li aria-level="1">Trending products and <a href="https://www.dynamicyield.com/glossary/social-proof/">social proof</a> data like reviews and ratings, affinity towards product attributes like brands, colors, sizes, and more, as well as geographic dimensions that may be relevant (e.g. trending products in your area)&nbsp;</li></ul><p>As a great example, <a href="https://www.dynamicyield.com/case-studies/the-warehouse-group-email/">The Warehouse Group&rsquo;s email personalization strategy</a> involves embedding recommendation widgets from Dynamic Yield into its ESP, with algorithms automatically generating which products to show based on special filters created by the team. This enabled them to serve 40+ modules of personalized content across three brands in a single send, which generated a 14% uplift in <a href="https://www.dynamicyield.com/glossary/ctr/">click-through rate</a> and saved them 28 hours in operational costs per week.&nbsp;</p><p><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/08/beyond-esp-inline-1.jpg" alt="" width="1330" height="651" class="alignnone size-full wp-image-198700" /><br /><center></p><div style="font-size: 12px; margin-top: 0px; line-height: 1.3em; margin-bottom: 0px; max-width: 500px;"><em>To the left, a popularity algorithm with filters set to show only 5-star rated products with 4 or more views, and to the right, the same algorithm filtered to only show recently added products</em></center></p><h3>2. You&rsquo;re personalizing emails at send-time instead of open-time</h3><p><strong>Today&rsquo;s limitation &mdash; </strong>Many of today&rsquo;s email marketing sends are personalized at the time of send rather than when the email is opened, meaning the content and recommendations are predetermined and may not necessarily reflect the customer&rsquo;s most recent behavior, preferences, and intent. For example, if an email is sent on Friday but opened on Monday and the recipient browsed and purchased over the weekend, the fixed send-time content may now be completely irrelevant to the recipient.</p><p><strong>The better way &mdash; </strong>Using <a href="https://www.dynamicyield.com/glossary/open-time-email-product-recommendations/">open-time email product recommendations</a>, content can be rendered upon email-open for each recipient, resulting in every email being personalized for that specific moment in time. Combining this open-time technology with <a href="https://www.dynamicyield.com/blog/affinity-based-email-personalization/">affinity-based email personalization</a> in this way ensures that brands get exponentially more value from each send as every message is tailored to every recipient.&nbsp;</p><p> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/08/beyond-esp-inline-2.gif" alt="" width="1330" height="700" class="alignnone size-full wp-image-198705" /><br /><center></p><div style="font-size: 12px; margin-top: 0px; line-height: 1.3em; margin-bottom: 0px; max-width: 500px;"><em>Open-time recommendations allow for delivery of the most compelling offer based on the most up-to-date customer information and affinities</em></center></p><h3>3. You&rsquo;re missing out on leveraging advanced behavioral triggers</h3><p><strong>Today&rsquo;s limitation</strong> &mdash; While ESPs provide automation by triggering emails based on predefined events such as when someone makes a purchase, engages with an email, or is added to a list or segment, they often don&rsquo;t incorporate triggers using more meaningful behavioral data. Further, setting up custom trigger events likely isn&rsquo;t possible, leaving marketers to miss out on valuable opportunities to engage customers with timely and relevant content.</p><p><strong>The better way </strong>&mdash; Category view, product view, cart abandonment, and even price drop are just some of the important events that an advanced personalization solution can bring to the table and <a href="https://www.dynamicyield.com/glossary/triggered-email/">trigger behavioral emails</a> off of. In fact, any custom event can be supported, allowing marketers to automatically send emails based on specific user interactions from the website or app that are deemed important by the business.&nbsp;</p><p> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/08/beyond-esp-inline-3.jpg" alt="" width="1330" height="879" class="alignnone size-full wp-image-198710" /><br /><center></p><div style="font-size: 12px; margin-top: 0px; line-height: 1.3em; margin-bottom: 0px; max-width: 500px;"><em>Advanced behavior-based triggers enable the automatic delivery of emails based on important user activity on the site or mobile</em></center></p><h3>4. You&rsquo;re unable to create consistency across email and other channels</h3><p><strong>Today&rsquo;s limitation &mdash; </strong>ESPs can incorporate transaction, email, CRM, and in some cases, site data to either deliver the basic trigger-based emails discussed above or create targeted lists from which to send more tailored email promotions. And while this may be enough if viewed in a vacuum, the harsh reality is that customers have come to expect greater personalization, similar to what they already receive on the site and mobile. This requires real-time personalization to occur on and between channels.</p><p><strong>The better way &mdash; </strong>Connecting your ESP with a personalization solution grants you the ability to not only supercharge your email campaigns with real-time content tailored to the individual but also ensure that when a recipient clicks through, the experience on the site or app (e.g. messaging and creative) is consistent with the email experience that brought them there in the first place. Then, activity from the site can be used to further personalize interactions across channels, including email, creating a continual feedback loop that maintains consistency and relevance.&nbsp;</p><p> <img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/08/beyond-esp-inline-4.jpg" alt="" width="1330" height="504" class="alignnone size-full wp-image-198736" /><br /><center></p><div style="font-size: 12px; margin-top: 0px; line-height: 1.3em; margin-bottom: 0px; max-width: 500px;"><em>An omnichannel experience, from the site to email and back again with personalization creating consistency at every touchpoint</em></center></p><h2>True 1:1 email personalization is closer than you think</h2><p>Today&rsquo;s consumers browse the website, click an email, scroll through the mobile app, and make purchases offline. And they expect each interaction to be cohesive across channels. While ESPs deliver value in many powerful ways, relying solely on their out-of-the-box personalization functionality will not only fail to deliver these tailored experiences but also diminish the derived value from email sends and sink valuable hours in operational costs.</p><p>The good news is that teams can supercharge their ESP&rsquo;s email-sending functionality with <a href="https://www.dynamicyield.com/journey-orchestration/">predictive email personalization software</a>, enabling them to individualize every send in new, exciting, simplified ways and capitalize on the exponential revenue potential from an already powerful sales channel.</p><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>Tags:</strong> <a href="https://www.dynamicyield.com/tags/email-personalization/">Email Personalization</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/reconnect-your-customers-with-the-right-message-at-the-right-time/">Reconnect your customers with the right message at the right time</a><div class="article-sidebar-nav-author">Emily Roberts</div></li><li> <a href="https://www.dynamicyield.com/article/how-to-drive-more-subscribers-to-your-mailing-list/">How to Drive More Subscribers to Your Mailing List</a><div class="article-sidebar-nav-author">Ravit Morales</div></li></ul></div></div></div></div></article></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 XP&sup2; 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. Visit our <a href="/privacy-policy/">privacy policy</a> to learn more about how we process your data and your rights as a data subject.</div></div></div><div class="lc-subscription-ty-block lc-subscription-inner"><h4 class="lc-subscription-title text-center">Thanks for<br> signing up!</h4></div></section> .<div class="related-articles-shortcode"><div class="related-articles-header"><h3>Articles related to this topic</h3> <span class="related-articles-nav"></span></div><div class="related-articles-slider"><a href="https://www.dynamicyield.com/case-studies/the-warehouse-group-email/" title="Maximizing the Inbox: Email Personalization with The Warehouse Group" target="_blank"><div class="related-article-img-wrap"><img width="795" height="320" src="https://www.dynamicyield.com/wp-content/uploads/2023/09/warehouse-feature.jpg" class="attachment-full size-full" alt="" decoding="async" loading="lazy" /></div> <span class="related-article-type">Case study</span><h4>Maximizing the Inbox: Email 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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 });
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                // 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],
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                    if(ls_value) {

                        if(ls_key === 'gclid') {
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                        if(typeof(form_key) === 'string') {
                            form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');

                            if(form_field) {
                                form_field.value = ls_value;
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                        } else {

                            for(var j = 0; j < form_key.length; j++) {
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                                if(form_field) {
                                    form_field.value = ls_value;
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                            }
                        }
                    }
                }

                // 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;
                    }
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                // Also, dispatch a dataLayer event on success
                _form.onSuccess(function(values, follow_up_url) {
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                    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();
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        }
        
        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);
        }});
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});</script> <style>#adBanner {
        background-color: transparent;
        height: 0;
        width: 1px;
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