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This feature is on a closed pilot release and is not accepting any more applications. You can still express your interest in it via our pilot features sign-up form, but we cannot guarantee your participation.
When it is ready for general release, we will announce this in our regular product release newsletter.
In This Article:
- What is Incentive Recommendation?
- How does it work?
- How do I get started?
- How does this affect my email campaigns?
- What reporting is available?
- Supported Functionality
What is Incentive Recommendation?
The Incentive Recommendation feature is a landmark product on our journey towards truly 1-to-1 personalization. We analyze your campaign launch lists to identify which customers are more likely to purchase when offered an incentive, and then assign the most efficient incentive to each one.
In other words, instead of sending the same incentive to the whole launch list, or grouping them in broad categories, you simply define the range of incentives you want, and we decide which one to send to each customer on a case-by-case basis.
How does it work?
You upload a series of incentives in the form of images or HTML code snippets to Emarsys and assign a value to each one (it is up to you to provide the voucher code or landing page that will allow you to process the incentive). We then use behavior data to predict your customers’ responses – for example, whether 5% off would be enough to influence their decision, or if they would require a full 25% off before considering a purchase. Based on this behavior history, and taking into account the additional settings you apply to the smart incentives, we decide which incentive to display to each contact.
If we decide that a contact requires no incentive, this content is either removed from the email (you should design your email to allow for this), or is replaced by some other content of your choice. Additionally, you can use a control group to measure the effectiveness of this feature. If you choose to do this, a percentage of contacts are selected at random and all are sent a fixed incentive instead of a smart incentive.
- See Working with Incentive Recommendation for more information.
How do I get started?
Contact Emarsys Support to have Incentive Recommendation enabled for your account. The next step is to create the incentives. Currently, these can be one-time percentage reductions, fixed-amount coupons and free shipping offers, but other discounts are also planned for a future version. Once created, the incentives are added to the email campaign as placeholders in the email.
At the same time, you decide how conservative or aggressive the campaign should be. Being more aggressive means that more contacts receive more valuable incentives, incurring higher costs on your side.
To help your decisions, the Details box provides graphs, which show our predictions of costs and revenue for your selections. As you move the slider, the diagrams change accordingly.
How does this affect my email campaigns?
The goal of Incentive Recommendation is to make sure the revenue you are foregoing with the incentives is not wasted. If our algorithm decides that a recipient has a good probability of making a purchase, the incentive placeholder will be removed and they will not see that content.
The missing incentive will be replaced by an empty (white) pixel; you should therefore add the incentive placeholder in such a way that the email will still look good if it is not there. But you also have the option to replace the incentive placeholder with some other content intended for recipients who do not need any incentive.
What reporting is available?
You can see the aggregated metrics for incentives across all the campaigns that used them on the Incentive Recommendation Dashboard, which you can access by going to Add-ons > Incentive Recommendation.
Currently, incentives reporting is not available on a campaign level.
- Incentive Management - create different kinds of incentives based on your incentive strategy.
- Strategy Console - define the incentive distribution strategy: aggressive or conservative.
- Monitoring and Measurement - aggregated reporting shows the revenue and margin contribution of each campaign.
- Reminder Campaigns - increase the chance to convert by re-sending.
- Incentive Alternative - content for customers who don’t need to be incentivized.