Marketing ops · Production

Affinity-based email personalization deployed with Dynamic Yield

The problem

The brand's email program lacked true personalization; there was no mechanism to target recipients based on individual behavioral signals such as category affinity, product type preference, or responsiveness to sale items.

Workflow diagram · grounded in source
1
On-site behavior captured
trigger
“The affinity audiences were built dynamically based on on-site behavioral signals, context, and attributes in the product feed.”
2
Affinity profile scoring
ai_action
“automatically detects, scores, and calculates individual affinity profiles as the site is interacted with”
3
Audience segmentation by affinity
ai_action
“the marketing team was able to build audiences based on each customer's affinity to certain categories (men or women) and types of products. They even created smaller, more niche audiences for those who showcased a preference to a partic…”
4
Personalized 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. When setting up these campaigns, the company programmed fallback images in the …”
5
Real-time content refresh at 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 brand achieved true personalization in email, dynamically targeting customers by category, product type, color preference, and sale responsiveness, with content that automatically refreshes to reflect the most recent browsing behavior at the time of email open.

Reported metrics
Email personalization depthtrue personalization
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 brand achieved true personalization in email, dynamically targeting customers by category, product type, color preference, and sale responsiveness, with content that automatically refreshes to reflect the most rec…

What tools did this team use?

Dynamic Yield.

What results were reported?

Email personalization depth: true personalization; Email relevance to recipient: highly relevant to the recipient (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

On-site behavior captured → Affinity profile scoring → Audience segmentation by affinity → Personalized email content blocks → Real-time content refresh at open.

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