Marketing ops · Production

Dynamic Yield drives 40% email RPM increase with affinity-based personalized recommendations

The problem

The marketing team lacked access to AI-based targeting and was manually handpicking products for email recommendation widgets, making it impossible to deliver customer-centric campaigns tailored to individual user interests at scale.

Workflow diagram · grounded in source

Omnichannel event capture

trigger

“Using omnichannel events to capture new and returning user activity, the team was able to begin creating a single view of the customer, linking behavior across devices and browsers”

Cross-channel behavior linking

integration

“linking behavior across devices and browsers in order to create a snapshot of each user's individual preferences”

User Affinity algorithm scoring

ai_action

“they found the most success with the User Affinity algorithm, which delivered more relevant, personalized, and suitable recommendations to each user, especially as each user's affinity profile grew with time”

Personalized email widget delivery

output

“retargeted users with product recommendation widgets within emails, using a customer's entire order history and online activity to predict and display the most relevant products”

Reported outcome

Automating experience delivery with machine learning recommendation algorithms eliminated hours of manual work for the merchandising team and produced a 40% increase in revenue per thousand impressions from email campaigns.

Reported metrics

revenue per thousand impressions (RPM) from email campaigns40%

Manual work for merchandising teameliminated hours of manual work

Reported stack

Dynamic YieldUser Affinity algorithm

Source

https://www.dynamicyield.com/case-studies/email-recommendations/

Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Automating experience delivery with machine learning recommendation algorithms eliminated hours of manual work for the merchandising team and produced a 40% increase in revenue per thousand impressions from email camp…

What tools did this team use?

Dynamic Yield, User Affinity algorithm.

What results were reported?

revenue per thousand impressions (RPM) from email campaigns: 40%; Manual work for merchandising team: eliminated hours of manual work (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

Omnichannel event capture → Cross-channel behavior linking → User Affinity algorithm scoring → Personalized email widget delivery.