How to send (and populate) email based on new products

Question

Hiya All.Here is a bit of a question for you.A company adds new products to their product database.That same company wants to (based on customers interests (determined by pre-selected preferences and/or previous online behaviour e.g. browsing particular brands or product categories)) send them emails when the new products are a good 'fit' for the customer.The email sent would need to have images, product blurb etc.Let's assume Marketo is at the core of the solution.  I'm struggling to see how I get the product details into Marketo and then perform the analysis on what to send whom.Let's also assume customers have signed up and opted in for Newsletters, so we don't have an issue there.Thoughts?RegardsJo

SanfordWhiteman · Accepted Answer

Hey Jo,I'm probably on here more than I should be I was thinking Sanford might jump in here - I'd go with his suggestion!Even if the emails tend to change, the bulk of the script format would likely be the same and the product inputs what varies.Yes, the catalog Velocity token gets updated via API whenever there are changes.Assuming there's a multi-valued field on the lead representing their areas of interest, then the token that outputs their interesting products never needs to change, even as new products are added and new interest categories are eligible on the lead.If you use individual Boolean or DateTime fields on the lead, though (which I wouldn't recommend for this very reason) then you would have to change the output token, albeit slightly but annoyingly, whenever you wanted to consider a new field.

Grace_Brebner3 · Answer

Hey Jo,This is definitely achievable. Are you looking to do this as a one-off, point-in-time campaign or a triggered, always-on campaign?If the latter, I'd strongly consider using lead scoring to control the analysis of "most likely fit"- e.g. create a field for each product, + & - points on preferences/demographics/behaviour, and then a process to update a "most likely fit" field with whichever product has the highest score. Noting that this is most effective as an always on process and would require a bit more thought around restrictions if done retrospectively for a one-off campaign. But it would provide an opportunity to tailor a lot of your engagements with leads according to what they're most interested in, and would change dynamically as their interests did.If you're looking to point-in-time once-off, it's likely easier to simply define the criteria for "most likely fit" with smart lists. You can then send emails accordingly based on this - there's a few options for the how heresingle email with dynamic content based on a "most likely fit" segmentation,single email populated with velocity script according to most likely fit,multiple emails, one for each product, version sent controlled by smart campaign rules.

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