Feature Launch: Product Recommendations

dynamic product recommendations

Today, we have a big announcement: we’re launching automatic, dynamic product recommendations.  Klaviyo will generate a set of recommendations based on what customers have purchased and insert them into your emails. That’s it. No third-party software, no complicated setup. Recommendation algorithms can be complex, but adding recommendations to emails should be easy. Now that you can easily add products to your emails to enable individualized recommendations, you only need to check a box and those products will be filtered and sorted based on each recipient’s purchasing behavior. Best of all, product recommendations are enabled on all Klaviyo accounts.

For all users on Shopify, this feature will be available immediately. It will be available later this week for Magento, WooCommerce, Bigcommerce, and Spree, and it’s coming soon for users on other platforms or custom platforms.

Why product recommendations are a big deal

If you’ve ever shopped at Amazon, odds are you’ve experienced product recommendations firsthand. They’ve made product recommendations a core part of their marketing strategy, and now you can do the same. Emails that adapt to individual customers’ profiles are more effective, both in terms of clicks and money spent. Therefore, it’s only natural that emails containing customized product recommendations based on individuals’ unique shopping history and patterns will be more effective – the more personalization, the better, and these recommendations will get you one large step closer to perfectly matching your emails to your customers’ needs and interests.

Until now, product recommendations have required either a significant engineering investment, the purchase of third-party tools, or have been limited to extremely basic recommendations. Klaviyo changes the game by making recommendations easy-to-use, technologically sophisticated, and customizable from user to user.

How product recommendations work

Depending on your store’s needs or preferences, you can choose what information drives the product recommendations your customers receive. Previously, we offered two product feeds which displayed recommendations based on your trending and bestselling products, with the option to filter by category. Our new recommendation feature builds its results by using each customer’s purchasing behavior, comparing it with every other customer’s behavior, and finding customers with similar interests to rank products.

Like product feeds, you can filter product recommendations by category or collection, so that only items within a certain category are displayed. This will allow you to even further narrow the selection of products that are shown to your customers. Additionally, as with product feeds, customers will not be shown products they’ve already purchased.

What makes our product recommendations different

Product recommendations are built right into Klaviyo, which means you don’t need to invest in third-party products or meddle with integrations. If you’re new to Klaviyo, simply create an account and you’ll be able to start using our product recommendations feature immediately. The setup wizard will prompt you to choose which product feed you’d like to use. If you’re already a Klaviyo user, just login, go to the ‘Data Feeds’ tab, and edit your product feed preferences. You can change your preferences at any time and run multiple feeds at once, so you’re not locked into just one option. Once you’re using the email content editor, you can edit your product feed to include personalized recommendations within the feed you’ve chosen.

dynamic product recommendations

Ways to use product recommendations

Like product feeds, product recommendations can be included in virtually any type of email. Incorporating recommendations into a newsletter could be a great way to maximize the airtime of these products, if you will, since businesses tend to distribute newsletters frequently. Also, because these recommendations are fluid, they will evolve over time to ensure that each customer is receiving optimized product suggestions.

Places to start:

  • Send product recommendations 14 days after someone purchases to show them products they might be interested in based on similar customers’ interests. Say you’re an online sports apparel store: if someone bought a Red Sox t-shirt two weeks ago, and similar customers have show him a Patriots t-shirt that he might also be interested in.
  • Send an order confirmation email including products within the same category/related to the one they just purchased. If someone purchased a shower curtain, show them shower curtain hooks.
  • If a new prospect/customer has just signed up for your newsletter and you don’t have any data for them yet, send a welcome email including your bestselling or trending products so they can view what other customers have liked. If you’re a skincare store and your top three products are bronzer, mineral powder, and moisturizer, show these to new signups. 

What product recommendations will do for you

Because recommendations are built right into Klaviyo’s email editor, you’ll be able to send more personalized, engaging emails without having to modify the way you use our software. If you’ve already been using product feeds, simply turn on ‘Personalized Recommendations’ in the block editor. If you haven’t been using product feeds yet, check out our post from last week for more information.

It has been reported that product recommendations can drive up to 70% of incremental sales per email, and email drives around 20-25% of online retail sales (via Jetlore). So, we know what a huge asset these tools are to any business, and we’re going to continue to add to and refine our product recommendation features in the future.

 What emails are you going to include product recommendations in? Let us know in the comments.

[Images courtesy of Ministry of Supply]

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