Product Feeds Display Trending & Bestselling Products Automatically

product feeds

Our new feature this week – product feeds – will allow you to automatically display your trending or bestselling products in any email to personalize emails in minutes and drive more email revenue. Whether you’re following up a first time buyer’s purchase with an automated email highlighting your bestsellers or including your trending products in your newsletter each week, product feeds add dynamic content to your emails that both increases conversion rates and engages your recipients.

Product feeds will automatically exclude items that customers have already purchased, too, so recipients will feel like you have deliberately selected products just for them. This part of the feature launches Thursday, but any feeds you set up now will exclude past purchases as soon as it’s launched. From order confirmation emails to newsletters to win-back campaigns, product feeds make every email you send better.

How Product Feeds work

Klaviyo’s product feeds will populate your emails based on one of two options: overall product popularity or trending product popularity. Once you choose a ranking strategy, Klaviyo will automatically fetch images and links for each product. You can also customize how many products are displayed per email, with a maximum of nine. To narrow down which products are shown, you can filter results by category (or collection, if you’re using Shopify), so only the most popular or trending products in a certain category will be shown. For example, if you’re an online department store and you’re sending an email about shirts, but shoes are your most popular product, you can filter your feed to include only shirts.

For example, take the email above put together for Ministry of Supply. The set of images automatically excludes the coat a customer purchased previously, as well as the sale category you chose to leave out.  After that customization, it shows just the set of products you want your customer to see, prioritized in the right order.

Once the feed is created, the order is chosen, and you’ve selected which categories to include and exclude, the block of products can be added by Klaviyo’s responsive drag and drop email editor. Klaviyo takes care of the rest. That’s it – no code, no complicated queries, no HTML. Everything is running within minutes.

To start, product feeds will be immediately available for stores using Shopify, Magento, WooCommerce, Bigcommerce, and Spree, but they’ll be made available for stores on other platforms or on custom platforms soon.

When to use Product Feeds

Our goal in creating this feature is to make it easy to send more targeted and personalized emails, while simultaneously saving you time.

Bestselling products make it easy to send order follow-ups that feature popular products – you may also decide to filter to by the category someone has already purchased from, to ensure that the suggestions are as relevant as possible. Whether you’re setting up a new, triggered email that goes out 7 days after a purchase to recommend another product, or just improving your current newsletters, a block of bestselling products quickly adds dynamic content.

Trending products are defined as your most popular products in the past 7 days. There are many situations in which you may decide to use this feature – to account for seasonality, for example. Let’s use the same example of the online department store. If December is approaching and the weather is getting colder, you can set your filter to include only winter coats. These feeds might already be somewhat self-selecting due to the fact that they’re trending products – i.e. you might not need to use a filter for only winter coats to be displayed. However, if, come January, you’re having a sale on winter coats, a filter would be a great tool to ensure that only sale items are included among the trending products in your emails. It’s also the perfect way to display new, popular products that haven’t been on the market long enough to fit into the bestselling category.

The email real estate for these product feeds is practically unlimited, but one great place to include them would be your order confirmation emails. Order confirmation emails, by definition, are sent to customers who have already expressed an interest in your products and a willingness to buy – therefore, it makes a lot of sense to show them other products they might also like. Whether you set these feeds to display products by all-time popularity or by trending popularity, they’ll automatically update over time, too, so you won’t have to manually revise them.

Another huge advantage of these feeds is that they won’t display products your customers have already purchased. This way, your customers will receive truly personalized suggestions and won’t be repeatedly bombarded with products they already have.

How to use Product Feeds

The main step in getting started with product feeds is configuring your feed preferences. If you click your ‘Data Feeds’ tab, you’ll see a new option called ‘Add Product Feed.’ When you go to this page, you can input your settings. You will see an ‘unweighted’ option, which means the products displayed in the feed will be randomly selected.

Product feeds will be shown as a new block on your Klaviyo toolbar. Just as you would with a text, image, or other block, simply drag the product feed block into your email draft. You will be able to edit this block’s content, layout, etc., like the others, and can choose how many products you would like to display.

You’ll see image placeholders, but there’s no need to fill them in – Klaviyo will take care of the rest based on your settings. After you take two minutes to configure your feed settings in the ‘Data Feeds’ tab, the only time you’ll need to spend inserting these feeds into your emails is the second it takes to drag the feed block into the template.

The Value of Personalization

The ability to automatically add popular and trending items to your emails drives higher email conversion and makes it easy to keep your emails engaging. Doing this yourself would mean spending time in spreadsheets and manually including products – not to mention you would have no way to automatically remove the products someone had bought.

With other email platforms that aren’t hooked into your store data through deep integrations, product feeds would either be impossible, involve expensive third party tools or, in the case of some enterprise sending platforms, take a ton of configuration.

Product feeds in Klaviyo are just the first step in automatically creating more personalized emails with just the click of a button. In the coming weeks, we’ll be releasing another feature – product recommendations – that will completely revolutionize every email you send.

Which type of product feed do you think you’ll use the most? Is there another feed you’d like us to add? Let us know in the comments.

 

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20 comments

  • Brilliant feature and also the forthcoming product recommendations.

    I was getting to get a bit worried of not seeing any improvements in the platform recently but this announcement, along with the new(ish?) feature of sending out emails at the subscribers time zone, are on the right track.

    • Thanks, Stuart! We have a bunch of great new features coming out in the next few weeks — product recommendations are just one of many. Coming soon, we’ll also have deliverability reports and visual clickmaps to view where your email clicks are concentrated. Stay tuned!

    • #cosign

  • Fantastic feature! You guys rock. Can’t wait to implement this one and already really looking forward to the Product Recommendation feature.

  • That’s fantastic. Can’t wait to put it into action.

  • I am trying to get some help for a software product. All the posts I have seen talk about multiple products, follow ups, reminders etc. Can anyone recommend any posts that address this issue?

    • Hi, Gene. Thanks for dropping us a line. If you’re looking to market a software product, newsletters would be a great tool for you. They’ll keep your customers up-to-date on any new features you add to your software, what your software can do, or more generally any new developments within your company. We actually have a bunch of great articles on newsletters, but here’s one to get you started: http://blog.klaviyo.com/2014/06/10/ecommerce-newsletters-101-a-primer-for-getting-started/

  • when this feature will be available ? i don’t see it on my dashboard

    • This feature is available now — if you don’t see it, you can contact our success team (success@klaviyo.com) and they’ll help you out.

  • Is this feature live yet? I don’t see the Data Feeds link nor do I see a Coupons link when I login.

    • Yes, this feature is live! Depending on the specifics of your account, though, you may need to have it enabled. You can contact our success team at success@klaviyo.com and they’ll be happy to do this for you.

  • I’d like to see the option of adding a call to action button beneath the images.

  • @kaniayubu:disqus you may need to call Klaviyo and get this feature turned on for your account if you don’t see it.

  • will this feature work for custom ecommerce systems? What would the feed data be based on? How would it work, for example what weighting would it use for trending or bestseller products? and especially, how would personalized recommendations be made, based on the feed?

  • We are also on a custom cart and it would be great to get this working.

  • I’m on shopify. Does klaviyo know not to recommend products that are out of stock?

    • Hi Jeff! Yes, Klaviyo will not recommend products that are out of stock.

  • I would like to add a feed in my shipping confirmation email. Is there a way to have the items in the feed come from a collection that the customer purchased from?

    • Hi Casey — you could do this by creating a separate shipping confirmation email for each collection. So, you would have a flow triggered by the purchase of X product, and in this email you would select a product feed that contains only items from the corresponding collection. We don’t currently dynamically select which feed to use in your emails, but I’ll put in an enhancement request for this!

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