Who:

Leading furniture retailer

Strategy:

A leading furniture retailer personalized email content for individuals based on each person’s browser history. The widget embedded in the email copy used data directly from the website to showcase items recently viewed, as well as recommended products, increasing the chances of cart recovery. By integrating the web browsing data into emails, this retailer ensured it maximized each touchpoint with its visitors — even if the visitors had no purchase history on file. Notably, this web browsing data updated the email widgets in real time, which meant that the most relevant products populated at the time of open, regardless of the time at which the email was sent.

Hypothesis:

Personalized email content based on web browsing history increases the relevancy of emails for the individual. This in turn increases the chances of recovery and conversion.