Marketing ops · Production

Dynamic Yield deploys affinity-based email personalization for anonymous retailer

The problem

The retailer's email program lacked individual-level personalization and relied on generic content rather than behavior-driven, affinity-based targeting tailored to each customer.

Workflow diagram · grounded in source
1
Customer browses site
trigger
“as the site is interacted with”
2
Affinity profile scoring
ai_action
“automatically detects, scores, and calculates individual affinity profiles as the site is interacted with”
3
Dynamic audience segmentation
ai_action
“The affinity audiences were built dynamically based on on-site behavioral signals, context, and attributes in the product feed”
4
Audience targeting and content assignment
output
“create an audience and then target them with personalized, dynamic content and product recommendations tailored just for them”
5
Dynamic email content blocks
output
“incorporate dynamic content into its post-subscription email campaigns, with each block based on previously-viewed items, such as Bedding or Women's apparel”
6
Fallback image validation
validation
“the company programmed fallback images in the off-chance a user in the segmented campaign did not meet any of the targeting conditions, which is especially useful for shoppers who often switch between desktop and mobile”
7
Real-time content at email open
ai_action
“Dynamic Yield would reflect the customer's most recent behavior and automatically showcase the most relevant content at the time of email open”
Reported outcome

The retailer deployed affinity-based audience segments and dynamic content blocks in post-subscription email campaigns, with Dynamic Yield serving the most relevant content at the moment of email open based on each customer's real-time browsing behavior.

Reported metrics
Email personalization capabilitytrue personalization into their email program
Email relevance to recipienthighly relevant to the recipient
Reported stack
Dynamic Yield
Source
https://www.dynamicyield.com/case-studies/email-personalization/
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

The retailer deployed affinity-based audience segments and dynamic content blocks in post-subscription email campaigns, with Dynamic Yield serving the most relevant content at the moment of email open based on each cu…

What tools did this team use?

Dynamic Yield.

What results were reported?

Email personalization capability: true personalization into their email program; Email relevance to recipient: highly relevant to the recipient (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

Customer browses site → Affinity profile scoring → Dynamic audience segmentation → Audience targeting and content assignment → Dynamic email content blocks → Fallback image validation → Real-time content at email open.

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