Advanced Personalization

Vertex’s set of email marketing personalization and segmentation tools expand your ability to more effectively personalize your emails and help you keep up with subscribers’ ever-changing profile data, automatically, in real time.

Dynamic Segments

Up-to-Date Subscriber Information Drives Successful Lifecycle Messaging Campaigns

Adoption of lifecycle messaging techniques can help marketers make their email programs more timely and relevant. But you’re only as good as the data you keep.

Problem:

It can be difficult to maintain accurate subscriber data.

Tapping your subscriber data is a key component of a successful lifecycle messaging email program. Subscriber data can come from a variety of sources—stated preference data, observed web behavior, and purchase data. But no matter where the data originates from, there’s no question that it will change over time. So how can you possibly keep up with the changing needs and wants of each subscriber on your list?

Solution:

Use Dynamic Segments to automatically keep up with subscribers’ evolving preferences.

Vertex Dynamic Segments allow marketers to define business rules that dictate how a population of subscribers can be automatically segmented. Think of a Dynamic Segment as a saved search query. As a subscriber meets the criteria of that query, they are added to the segment. When they no longer meet the criteria, they are removed. As opposed to a static segment, subscribers are added to or removed from segments based on unique information tied to their profile. Therefore, messaging tied to these dynamic lists is more relevant, speaking to subscribers on a more individualized level. Any segmentation data that can be searched on in eMS—domains, recency/frequency data, group associations, custom field data, etc.—can be saved as a Dynamic Segment.

Relational Table Content

Problem:

You have two databases: one with limited subscriber profile data, and one with highly relevant content that would be valuable to those subscribers. How can you connect the two?

You know the importance of sending relevant and timely information, but it’s difficult to access the data you want to include in your email messages. In order for your campaigns to be more targeted and effective, you need access to additional information that supplements the data currently held in users’ email profiles.

Solution:

Use Relational Table Content to send email campaigns that serve up individualized content.

Vertex’s Relational Table Content allows marketers to effortlessly target subscribers using information beyond the subscriber profile. Think of Relational Table Content as a bridge—a tool that connects subscriber profile data with external content data, and inserts personal and relevant content into your emails. By pulling dynamic data into subscribers’ emails based on marketer-defined parameters, the information presented in your emails is more actionable and relevant to subscribers.

 

Commerce Segments Advanced Segmentation Tools

Commerce Segments is Vertex’s advanced segmentation database. Using your commerce transaction and customer behavior data, Commerce Segments provides easy-to-use tools to predict, understand, and identify who your most profitable customers are and reach them at key points in the sales lifecycle when they are most likely to purchase.

Use Commerce Segments to identify customer segments based on these criteria and many more:

  • Customer Lifetime Value
  • Customer Market
  • Purchase Frequency
  • Client Spend per Product
  • Purchase Recency
  • Product Categories
  • Cart Abandonment by Product

Here’s How It Works

Commerce Segments in Action:

Let’s say you’re a golf retailer and you want to automatically identify and remarket to customers using purchase data. Using Commerce Segments, you can:

Send a brand/product affinity offer to customers who have:

Purchased more than $10 of product from the site in the last six months; OR
Visited products in a particular category (e.g. golf balls) in the last six months.

Initiate a loyalty promotion at the beginning of the year to high value customers who have:

Purchased more than $500 in product with the company in the last year; AND
Purchased more than three times in the last year.