How to increase email conversions with intent-based personalization [Playbook]
June 14, 2023
As customers move through the purchase journey, their interactions with your website, mobile app, product pages, ads and other touchpoints can provide insights to help you understand what products they are interested in right now — and whether or not they are ready to convert.
Great data-driven teams use these insights to not only deliver offers that match each customer’s interests, but also to reach out to their customers when they are highly engaged and have purchase intent. This results in increased conversions.
This use case guide will walk through how you can drive more purchase conversions by using Lytics and Iterable to surface and understand customer intent and deliver personalized experiences at the right point of the buying journey.
Step 1: Analyze & understand engagement
To understand how customers are progressing through the buying journey, it’s important to identify intent signals over time and be able to track and manage them as customers engage with your app or website. For many companies, however, it is difficult to know which signals provide the right indication of high-intent, which is why Lytics has created engagement modeling to enable companies to automatically understand and group visitors based on their engagement. Lytics engagement modeling and scoring help you determine which of your website visitors are “highly engaged” so you can trigger the right message.
Lytics tracks your customer and prospect’s engagement across all of your platforms and channels, including your website, mobile app, ads, etc.) and enables you to unify all of these important signals into a single, high-quality profile for segmentation and personalization.
Step 2: Discover engagement cohorts
Lytics tracks all your user’s activities and creates unified, real-time profiles for segmentation — and Lytics also automatically creates engagement cohorts which provide you with a set of insights about which of your customers are not engaged and which ones are highly engaged and ready to convert. All of these engagement cohorts are available in the Lytics UI as pre-built segments and they are updated in real-time based on each user’s behavior and ready for use.
Step 3: Sync highly engaged cohorts to Iterable
Lytics Iterable integration makes it possible to easily sync any Lytics engagement cohort or segment directly to Iterable for an email campaign. You also don’t need to be concerned about this engagement cohort going stale because the data in Lytics is tracked and updated in real-time on all of your profiles, which then auto-updates your engagement cohorts as well.
Step 4: Trigger personalized campaigns
As these segments are sent to Iterable, they can then be used to trigger real-time workflows designed to convert customers.
For example, you can identify customers who are highly engaged and send them an offer to purchase or to sign-up for your loyalty program across engagement channels, including email, InApp, Push and SMS.
Step 5: Collect, analyze & activate engagement data in Lytics
Once these workflows have been set up, you can use Lytics’ Iterable integration to collect and map Iterable engagement data into Lytics, where it is unified with your profiles and is available for custom reporting and insights based on campaign performance.
Now you can use Lytics’ segment builder to define audiences based on Iterable engagement data, as well as any other data points on your Lytics profiles, and sync these audience segments to any of your connected tools and channels for personalization, retargeting, analytics, custom analytics and more.
Step 6: Use product affinities for 1:1 personalization at scale
When you are ready to optimize your conversion campaigns targeting your highly engaged cohort, Lytics’ Iterable integration also supports content recommendations powered by Lytics product affinities.
Now you can trigger dynamic content/product recommendations individualized for each of your highly engaged visitors to optimize your conversion rate.
Get even more helpful tips from Lytics
Want to dive even deeper and learn how you can use the power of customer insights to transform your email marketing. Explore the full Lytics + Iterable Email Conversion Playbook [no paywall or lead form required].
