How does product recommendation transform email marketing?

Did our emailing "work"? This is the question marketers ask themselves every day. With around 142 billion emails sent by businesses in France every year, standing out from the crowd and increasing the conversion rates of your email campaigns requires a well thought-out strategy.

The digital sector is constantly evolving, offering innovative opportunities to shine among the mass of messages. Beyond captivating design and intelligent content, how can companies stand out from the crowd?

Product recommendation via email is a promising and effective strategy, as 59% of consumers say that email marketing influences their purchasing decisions.

Introduzione al product recommendation nell'email marketing

Whatever their industry, companies aim to sell their products while engaging their customers, and every touchpoint offers an opportunity to do so. This doesn't mean turning emails into junk mail, but rather making them useful with subtle recommendations that support message personalization.

While some companies offer a random selection of their products (the "10 best sellers of the month", for example), the real art of selling lies in optimizing each opportunity with customized products to increase their chances of success. As mentioned above, consumers are solicited from all sides: the time spent on each email is short, when they are opened. The challenge for retailers is therefore to select precisely what they present and propose to their customers.

This process can now be fully automated: product recommendation is often based on a scoring system that evaluates the relevance of each product for a user according to their preferences, purchase history and other specific parameters. Combined with Marketing Automation, product recommendation enables large-scale personalization that can transform the effectiveness of email campaigns.

Forwhy integrate product recommendation in e-mails ?

The integration of product recommendations in emails is a smart strategy for a number of reasons.

1. Increase in average basket per customer  

Every customer transaction represents a strategic opportunity for the company. By analyzing customers' previous purchases, it becomes possible to select relevant product previews for inclusion in subsequent emails. This approach goes far beyond mere random suggestions; it involves anticipating customer needs based on past purchasing preferences.

In this approach, the company plays the relevance card. A customer who has recently purchased a high-end camera won't be randomly offered electronic products in the follow-up email. On the contrary, they might be exposed to specific accessories such as complementary lenses, quality protective cases, or even online training to get the most out of their new camera.

By encouraging cross-sell and upsell, this approach helps to increase the average order value per customer. Ultimately, this intelligent personalization is not simply a sales tactic, but a genuine added value that promotes customer satisfaction and boosts campaign performance.

2. Rpersonalized relationship with customers

Another fundamental reason for integrating product recommendations into emails is to create a personalized relationship with customers and prospects. This approach goes beyond simply suggesting relevant products; it's based on an in-depth understanding of customers' preferences and buying behaviors.

By suggesting items that shoppers have already viewed, or selecting products based on their purchase history, the company demonstrates an acute understanding of individual needs. This personalization strengthens the relationship between customer and brand, creating an emotional bond that transcends the purely transactional aspect. Customers feel understood and appreciated, which in turn contributes to their loyalty to the company.

This approach doesn't just meet expectations; it enriches thecustomer experience by offering personalization that anticipates needs.

3. Strengtheningimage image

Another substantial benefit of integrating product recommendations into emails lies in the reinforcement of brand image. By presenting carefully selected product suggestions, aligned in terms of design, values and branding, companies can create a coherent and consistent customer experience for their customers.

Product recommendations are not limited to sales promotion; they are also essential for conveying a brand's identity or key values. By suggesting items aligned with positioning and image, emails become an extension of the customer experience with the brand. For example, a retail brand committed to ecology might suggest sustainable products, underlining its commitment to sustainability (second life, bartering, ethical production...).

This consistency helps to establish an emotional connection between the brand and its customer, fostering loyalty and long-term commitment. Product recommendations thus become a strategic means of shaping the brand's image, creating a holistic and memorable customer experience with every email interaction.

What strategy should you adopt to recommendthe most relevant products ?

Advanced product recommendation strategies in email marketing open up new perspectives for optimizing campaign personalization and effectiveness. Two approaches are emerging as powerful levers in this evolution: dynamic segmentation and marketing triggers.

1. Dynamic segmentation

This evolution goes beyond simple personalization to adopt a dynamic, segmented dynamic, segmented approach. By analyzing criteria such as purchasing behavior, geography, age and other demographic data, emails can be fine-tuned for each audience segment.

For example, a user in a given region might receive recommendations for products popular in that area, while another segment based on purchasing behavior might receive suggestions for complementary personalized products. This strategy creates more relevant and targeted communications, offering a personalized experience for every customer.

2. Marketing triggers

Marketing Automation takes on a new dimension with product recommendation. Rather than simply sending pre-programmed emails at regular intervals, CRM teams can now trigger emails based on specific customer actions.

For example, a customer who has viewed several products in the same category could automatically trigger an email with additional recommendations in that category, capitalizing on the customer's appetence. This approach strengthens engagement by offering relevant suggestions at the right time, improving the overall performance of the product recommendation strategy.

Product recommendation helps increase of conversion rates of marketing marketing

The power of product recommendations in email marketing thus goes far beyond simple sales suggestions. It's a dynamic strategy, shaping the customer experience and reinforcing the brand image.

Recommending the right products at the right time, in the right emails, offers tangible benefits. It increases the average basket per customer, creates personalized relationships and consolidates the customer experience.

By anticipating customer needs and presenting suggestions aligned with brand values, product recommendation becomes a driving force for loyalty and long-term commitment.