🕹️ Product finders: the game changer in email marketing

Emails are the heartbeat of the relationship between the customer and the online store. And, if the relationship is going well, a plethora of emails is sent - a welcome email, an abandoned cart notification, an order confirmation, and, of course, birthday mailings 🎈.

The limitations of traditional promotional emails

But the most well-known is probably the promotional email. In other words:

• We’ve got products!
• We’ve got prices!

Easy to create and easy to send.

Variations on the same theme can also be imagined:

• We’ve got new products!
• We’ve got lower prices!

This works. Otherwise, we wouldn't do it.

But it can also be improved.

Guided selling for customer-centric email marketing

Over the past 25 years, we have taught customers that the e-commerce game is about offering the most products at the lowest price. That’s only marginally effective. For both the customer and the online store.

With our guided selling software, online stores prove that the game can be played differently. They transition from offering products to solving problems. And this delivers stunning results.

The good news: we can repeat the same trick in email marketing. Put the customer and her situation, wishes, and problems at the center - instead of your products and prices.

So, not:

60% discount on all sun protection

But:

Get ready for summer and find your perfect sunscreen

And not:

Discover our new summer collection

But:

Find your summer look in 5 clicks

This approach is (also) particularly suitable for customers who are 'less known' to online stores. In other words, for whom less data is available. You cannot approach these customers with a segmented and/or personalized email. By sending them a product finder in a generic email, you can still create a personalized experience. Additionally, the zero-party data you collect is immediately shared with your customer data platform (CDP), which enables future email personalization to this formerly opaque group.

Why you should integrate a product finder in your email campaigns

Product finders are a powerful addition to the arsenal of every email marketer. By using product finders in email campaigns, you shift the focus from products and prices to solving customer problems, leading to increased engagement and conversion.

Creating such a campaign is quite simple and takes little time. Based on our experience, a dedicated landing page that features the product finder is your best option. The integration is a piece of cake, allowing you to immediately start collecting and analyzing valuable customer information.

Using guided selling tools in your email marketing allows you to play the e-commerce game differently — and that makes it a real gamechanger.

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