Product Discovery in Email: How to Turn Your Newsletters into a Sales Channel

Ellie Ho

Jun 7, 2024

•

3 min read

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Did you know email marketing delivers an impressive return on investment (ROI) of $36 for every $1 spent? Yet, many businesses still rely on broad email blasts that often feel impersonal. The good news? There’s a better way. Email product discovery can transform your newsletters into dynamic, revenue-generating channels that feel relevant to each individual recipient.

By integrating product recommendations directly into your emails, you can offer customers a more engaging and tailored shopping experience. This is where the partnership between Boost AI Search & Discovery and Klaviyo steps in—helping you take your email marketing to the next level.

But what exactly is email product discovery, and why does it matter so much for your eCommerce success? Let’s dive in.

What Is Product Discovery in Email?

Imagine your customers receiving an email, not just with generic announcements, but one that speaks to their personal shopping habits. It’s a message with new arrivals that match their style or a reminder of products they browsed last week but didn’t purchase—along with suggestions for similar items they might love.

That’s what product discovery in email is all about: strategically showing the right products to the right people right in their inbox. It’s an effortless way to present a curated selection based on their preferences without asking them to sift through your entire site.

This creates a more tailored shopping experience and helps keep your business top of mind for customers, all while making their inbox feel like a personal shopping assistant.

Why Does Email Product Discovery Matter?

In today’s crowded inboxes, generic email blasts often get lost. Customers are increasingly drawn to personalized content that feels relevant and useful. This is where email product discovery comes in, offering a range of benefits that can completely reshape how your emails perform.

Make Emails More Relevant: Product recommendations catered to individual preferences lead to higher engagement. For instance, if a customer has recently browsed summer dresses, sending an email featuring your latest summer collection grabs their attention and boosts click-through rates.
Simplify the Shopping Journey: Instead of having your customers search through your entire website, you deliver what they’re already interested in right to their inbox. This makes shopping quicker, easier, and more enjoyable.
Boost Sales and Revenue: Personalized emails that include product recommendations can lead to impressive results—brands that do this see a 50% rise in average order value and up to a 300% increase in revenue from these emails alone.
Reduce Cart Abandonment: Cart abandonment emails are already effective, but adding product recommendations like frequently bought together items can help nudge customers to complete their purchase by showing them what complements what’s already in their cart.
Increase Customer Lifetime Value: By consistently offering relevant product suggestions, you build stronger relationships with your customers. This trust and personalization can turn occasional buyers into loyal repeat customers.

Types of Product Recommendations for Email

Let’s take a closer look at the two types of recommendations you can use in your emails—both have their strengths depending on what you want to achieve.

Non-AI Powered Recommendations (Boost’s Basic Widgets)

These straightforward recommendations are based on simple rules such as product popularity or novelty:

Best Sellers: Great for welcome emails, showcasing what other customers are loving gives new subscribers an immediate glimpse of your top products.
Most Viewed: Featuring the most viewed products sparks curiosity. If many people are interested in an item, customers are more likely to take a closer look.
Newest Arrivals: Especially helpful in industries where trends change quickly (like fashion), keeping your customers updated with the latest products is key to staying relevant.
Trending Products: Capitalize on trends by featuring what’s currently gaining traction. These are perfect for time-sensitive campaigns like seasonal sales or flash promotions.

AI-Powered Recommendations (Boost’s Advanced Widgets)

These recommendations use machine learning to analyze customer behavior and suggest highly relevant products:

Frequently Bought Together: This works by offering complementary products to what a customer has already viewed or purchased. For example, if someone buys a camera, an email recommending a lens or bag creates a helpful (and likely) upsell opportunity.
Related Items: Cross-sell related products that align with the customer’s previous shopping behavior. If they bought running shoes, why not show them some matching apparel or accessories?

By blending these two types of recommendations, you can create email campaigns that are not only personalized but also smartly curated based on your store’s data.

Enhance Email Product Discovery with Boost and Klaviyo

The beauty of the Boost and Klaviyo integration is how effortlessly you can bring these recommendations into your email marketing strategy. With just a few simple steps, you can start embedding product widgets directly into your emails, customizing their appearance to fit your brand.

Imagine sending a welcome email that highlights your Best Sellers, followed by an abandoned cart email showing what’s been left behind along with some Frequently Bought Together suggestions. Later, a post-purchase email introduces Related Items to inspire another purchase.

Once a customer interacts with Boost's features on your store and is identified by Klaviyo, key user events will be automatically synced to their profile within Klaviyo. These events enable merchants to tailor communications to individual customers’ behaviors, creating more relevant, impactful campaigns.

This is just the beginning of what Boost and Klaviyo have to offer. The best part of the integration is event-triggered emails and event-based segmentation, which allow you to send product recommendations based on real-time customer actions.

Here are the Boost events that are captured and pushed into Klaviyo:

Submitted Search: Triggered when a customer searches using Boost’s Instant Search Widget or search box.
Clicked Search Result: Captured when a customer clicks on a product from the search results.
Added to Cart: Recorded when the customer clicks "Add to Cart" on any product page.
Viewed Collection: Logged when visitors browse a collection page using Boost’s template.
Clicked Product: Tracked when a customer selects a product on a collection page.
Clicked Recommendation: Captured when a customer clicks a product in Boost’s recommendation widget.
Clicked Filter: Triggered when a customer engages with filter options within the filter tree.
Added Bundle to Cart: Logged when a customer adds a product bundle to their cart.

These events are stored within each customer’s profile in Klaviyo’s Audience > Profiles section, giving merchants a complete overview of individual interactions for better segmentation and personalized follow-ups.

Comprehensive documentation and support resources are available to guide you through every step of the process, ensuring a seamless experience.

What’s Coming Next?

Additionally, reviews integration is coming soon, enabling you to feature customer feedback directly within your Boost-powered recommendations.

Transform Your Emails with Boost and Klaviyo

In today’s competitive eCommerce landscape, sending out generic newsletters that don’t reflect your customers' interests simply won’t cut it. To truly engage and excite your audience, embracing product discovery in email is the way forward.

Thanks to the Boost and Klaviyo integration, you can easily turn your email campaigns into personalized shopping experiences that feel tailor-made for each recipient.

Ready to get started? Install Boost AI Search & Discovery today and discover how product recommendations can transform your email marketing strategy into a powerful sales channel.

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Ellie Ho

•

Content Marketing Specialist

October 18, 2024

•

3 min read

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Product Discovery in Email: How to Turn Your Newsletters into a Sales Channel

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