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Marketing to a segment of one

From sending welcome emails to tracking shopping behaviour and recommending products, personalised messages help marketers speak individually to their customers, says Brandon Wilkins, Oracle Software head of Bronto – EMEA

IT’S THE COMMERCE marketer’s unicorn: mass emailing prospects with individually unique messages, offers and incentives. Well, automated messaging to a segment of one is finally here. And, as expected, the potential is limitless – basket recovery, mobile coupons, browse recovery, subscription-based orders and automated product recommendations just scratch the surface of the potential value in hyper-personal marketing.

The great thing about personalised marketing is that you don’t always have to initiate the communication. The most successful campaigns are built around reactive messages. Basket abandonment messages are a great example of this. Sent to consumers that have left your site with items still in their basket, these triggered emails are sent after a short delay (maybe an hour, maybe a day). They not only remind the customer of the products in their cart, they also may include an incentive.

Basket recovery emails at our clients average a 40x increase in revenue per email over their typical emails (with some even achieving an 80x increase). Not surprisingly, these emails also perform well in other key metrics. For example, kitchenware brand Joseph Joseph’s basket recovery campaigns yield a 60.5% open rate and a 24% conversion rate – without offering discounts. That’s the power of personalised messaging.

Another example of the potential of hyper-personalised communications can be found earlier in the shopping journey. Browse recovery emails trigger when a customer leaves their shopping session after having researched a product or category, but before adding it to their basket. Again, these hyper-personalised emails yield more successful results and drive revenue at an amazing rate.

Individual segmentation has just taken another leap ahead with personalised product recommendations – an option that, until recently, was something only very large online retailers could do. Building on recovery emails, product recommendations can have a huge impact on the bottom line. The key is to recommend the right product at the right time. And that means the recommendation engine must examine all available data.

To be most effective, basket and browse recovery emails that include additional product recommendations require more than just the product left in the basket or in the search block. The best messages will draw on all available consumer data over time, including past shopping sessions, purchase history, personal reviews, physical location – even an individual consumer’s average order value history.

We have seen targeted personalised emails after abandonment events work well time and again. Our clients’ customer engagement, brand loyalty and sales all go up when running personalised campaigns.That’s why retailers of all sizes are using hyper-personalisation to get ahead of their rivals and secure the spending of consumers long into the future.

About Bronto

To find out more about how to use hyper-personalisation to create individual marketing campaigns, visit

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