The Probance Personalized Offer feature allows you to integrate dynamically and automatically selected products to promote in your campaigns for each recipient. These selections are generated by dedicated algorithms based on individual behaviors and observed trends in the collective behaviors of your customer base.
This tutorial will explain how to configure the personalized offer of an email campaign to integrate recommended product selections personalized for each recipient.
1. General operation
In the Personalized Offer section of an email campaign, two types of offers can be defined: RECO offers and PERSO offers.
RECO offers correspond to recommendations. These are selections of products likely to interest the recipient that they have not purchased in the last 180 days. They are selected among the most popular products or those with the highest sales growth over the recent period (identified by Probance algorithms) based on the recipient’s profile and/or behaviors such as their most recent purchases, most purchased brand, or most visited category.
The available rules for personalized recommendation selection are as follows.
- Trending products
- Personalized best sellers
- Cross-sell recommendations
- Basket-based recommendations
- Visit-based recommendations
- Last-behavior recommendations
- All products in the catalog
You can define only one recommendation selection rule per campaign.
2. Configure a personalized recommendation selection rule in a campaign
2.1. Selection rules
- In the Personalized Offer section of your campaign, click Edit.
- Click the Edit proposed offer icon in the RECO zone.
- Select the rule to configure from the list in the zone.
- Specify the minimum number of offers to select. This parameter allows you to define a number of products below which the campaign will not be sent to the client: if the Probance engine cannot select at least this number of recommendations for a recipient, they will be excluded from the target and will not receive the campaign. This parameter is set to 0 by default, meaning the campaign will be sent even to contacts for whom no product has been selected.
If your campaign combines a RECO rule with a PERSO rule and you want to limit sending to members for whom at least one rule selects at least one product, set the parameter Minimum number of offers to send the campaign to 0 for all rules, and check the option Exclude contacts without personalized offers from this campaign.
- Click Save to save your changes.
2.2. Catalog filters
You can refine the rules of your campaign by adding filters to restrict the selection to products meeting certain conditions. For example, you can promote only in-stock products, products with a price including tax below a certain amount, or restrict the selection to specific categories or brands.
The following fields can be used to filter selections:
- ID
- Name
- Product reference
- Description
- Main category (and categories)
- Brand
- Price excluding tax, reduced price including tax, price including tax
- Stock
- URL, image URL
- Release date
- Last price reduction date
- Promotion
Click Add a Filter to define a catalog filter for a selection.
It is also possible to create advanced filters by combining several conditions in the same filter: a product will be eligible as soon as it meets at least one of the conditions of the filter.
Click Add a condition in an existing filter to add options to it.
3. Display selected products in the template
To display the information of selected products, the campaign template must contain a Product Reco block.
These blocks are predefined to display the product selections from RECO zones. They include personalization tags that will be replaced with product information at the time of sending.
In the Fastbuilder editor block catalog, 2 product reco blocks are available:
- A block presenting the products in Columns
- A block displaying them in List format
To prepare your template for displaying products, follow this procedure.
- Edit the template of your campaign.
- In the list of blocks, select the Product Reco block of your choice and click Add to insert it into the template.
- Go to the Content tab. In the Max products field, indicate the maximum number of products to display in the template. You can include up to 6 products.
- Also in the Content tab, adjust the block layout according to the desired display: you can modify the number of columns for column blocks, the alignment of images for list blocks, and the product information to display.
- You can modify the general appearance of your block (font size and style of each element, colors, etc.) in the Styles tab.
- Click Save & close to save your template and return to your campaign page.
Your template now contains the necessary information to display personalized recommendations.