It’s been a busy year at Fresh Relevance.
We’ve spent more time than ever in the field with customers and experts, finding out how we can make marketers’ jobs easier.
You told us you needed the system to be simpler to use, with more power to understand shoppers and influence their journeys.
With this in mind, we’ve streamlined the user interface, rolled out more drag-and-drop features, and taken behavioral targeting capabilities to the next level. With the addition of control groups, marketers can easily track the impact of specific tactics.
Here are some new features you might have missed.
Triggered emails: Drag and drop trigger selection
Marketers have always been able to put customers who raise a certain signal – for instance, abandoning a cart - into a trigger program. Trigger programs perform actions, such as sending the customer an email or adding them to a list for bulk marketing.
To determine which trigger program should run for which customer, marketers can now mix and match rules using our intuitive drag-and-drop interface. Rules can be based on customer behavior, product attributes, date and time, and more.
Users will recognize the interface, which is similar to building marketing rules for dynamic content SmartBlocks.
In this example, the boxes with green labels show rules, while the boxes with purple labels show the trigger program that will be run.
Behavioral targeting: Automatically sync segments
Segment Builder lets marketers create behavioral segments based on customers’ activity. For example, people who have browsed and/or purchased particular types of products in a given timeframe.
It’s now possible to automatically sync these segments between Fresh Relevance and major ESPs.
Once a segment is created in Fresh Relevance, the resulting list is automatically exported to your Email Service Provider for use in targeted marketing emails.
You can also import ESP lists into Fresh Relevance to refine website personalization and triggered emails.
Since segments are automatically exported from the platform to the integrated ESP, there’s no need to download lists and feed them into your email system. That means less involvement from your IT team, and more control for marketers.
Behavioral targeting: Audience analytics dashboard
To market effectively to your customers, you need to understand how they behave. What do they want to buy? When do they feel like buying it? How much are they likely to spend?
Our new audience analytics dashboard lets you answer these questions for individual customer segments.
- Segment comparison dashboard lets you compare segments at a glance.
- Customer lifecycle statistics let you easily assess the health of a segmented list.
- Customer behavior data shows you how people are shopping, how much they’re spending, and how much they’re abandoning.
- Day and time statistics include purchase hour of the day, purchase day of the week, and purchase day of the month.
- Purchase categories analysis shows you the product category where these shoppers made their first purchase, and the category they purchased from most recently.
With this new layer of analysis, you won’t just get a deeper understanding of your customers: you’ll be able to fine-tune segments and adjust marketing efforts accordingly.
Product recommendations: AI similar products
This enhancement lets you serve product recommendations for similar products to the product viewed, based on information available in the product details.
Our Artificial Intelligence (AI) engine automatically calculates a similarity score for each related product, without any manual setup.
This type of content-based recommendation is especially useful if you regularly add new products. Marketers can immediately include new items in their recommendations strategy without any manual tagging, and before customers have interacted with them.
As with all Fresh Relevance product recommendations, you can incorporate AI product suggestions into dynamic email and web content using Fresh Relevance SmartBlocks.
Testing and reporting: Control groups
What effect do your online campaigns actually have on customer behavior? Answering this question allows you to show the value of your marketing efforts, and focus on tactics that bring the best results.
Fresh Relevance users can now create control groups to easily track the sales uplift from any digital marketing tactic used, such as a specific email trigger, or a piece of dynamic content.
A small percentage of customers (a control group) is excluded from a specific type of marketing from the Fresh Relevance platform - such as triggered emails, web personalization and email personalization.
The difference between the control group and the exposed group gives you a good idea of how the feature impacts shoppers’ behavior.
Find out how Fresh Relevance can help you create a personalized experience in 2020: