The Optimail Preference Center

The Optimail Preference Center allows your customers to easily choose which types of email communications they receive from you, and to update those choices at any time. Providing customers with this flexibility helps you maintain a healthy communication cadence with your customers. And, because they can selectively opt in or out of different types of emails (as opposed to clicking a blanket unsubscribe link), the chances are better that you will still have permission to keep in touch with your customers via certain types of emails.

The Optimail Preference Center enables you to easily create different preference groups for your email communications so that your customers will be able to choose which types of emails they would like to continue receiving and to only opt-out from the ones in which they’re not interested.

You define preference groups in the Settings page, and then associate each one to the relevant email templates.

Once your preference groups are set up and associated with Optimail templates, you can add the preference center link to all templates (alongside the existing unsubscribe link), and make it easy for your customers to choose which types of email to receive.

To learn more about the Optimail Preference Center, read this Academy article.

Conditional Clauses for Triggered Optimail Campaigns

Conditional clauses are now supported for triggered campaigns sent via Optimail, just as they have been for scheduled Optimail campaigns. You can use conditional clauses to customize email text, images, and subject lines in Optimail templates, based on any customer attribute/activity, using if/then and if/then/else clauses.

Conditional clauses are implemented using personalization tags. For example, you can use the tag [%EVENT:ITEMS_IN_CART:NUMBER_OF_ITEMS%] to build a conditional template that will display different text and/or images, according to the number of items in each recipient’s cart. To read more about working with conditional clauses, read this Academy article.

Tracked Event Values Now Available for Triggers and Target Group Criteria

All parameter values provided with tracked website/app events are now automatically available for selection when building triggers or selecting Web & App Activity target group criteria.

When events reach Optimove via the Optimove SDK, all values sent as parameters are used to populate the fields for both triggers and Web & App Activity target group criteria, so that when a new trigger is created, or a new criterion is added to a target group, you can select existing parameter values directly from this list, instead of manually entering values.

This is especially useful when building new triggers that rely on specific parameters (e.g., a trigger for when a product in a specific category is added to the wish list). In this case, you will see a list of all available categories, based on all data that was sent to Optimove, and will be able to select the specific categories you want to address with this trigger.

Tracked events are available for Optimove clients using Track & Trigger.

New Optibot Insight: Reactivate Recently Re-Engaged Customers

A new Optibot insight now identifies churned customers who visited your website or your mobile app during the past week and suggests ways to re-engage them through a new campaign.

This Optibot insight will only appear for Optimove clients using Track & Trigger.

Two E-Commerce Verticals Added to the Optibot Conversion Benchmark Insight

Optibot continuously analyzes data from dozens of brands to obtain a deep understanding of their conversion performance. Until now, only brands from the Gaming space were included. In this version, Optibot also tracks brands in the Fashion Health & Beauty e-commerce categories.

Once a month, a new Optibot insight will highlight the performance of your brand as compared with other brands in your space (from the supported categories), allowing you to compare your conversion performance to other brands in your industry.

Streams Analysis Improvements

In the Streams Analysis page, you can now see the impact of your experiment in two different terms: average response of responding customers and percent of responders.

You can toggle between these two options using the control at the top-right of the Impact panel:

In addition, the Impact table now also includes the overall average response per customer, for the entire duration of the experiment, and not only on a day-to-day basis.

To learn more about Streams analysis, read this academy article.

Optimail Personalization Tags – Support for Future Dates

The group of date-based personalization tags now supports a new option to specify a date in the future, using a combination of the [%CURRENT_DATE%] tag plus a function that adds X days to the current date at the time the email is sent.

The format of this tag is [%CURRENT_DATE:ADD_DAYS(X):DATE_FORMAT%], where:

CURRENT_DATE – the date at the time the email is sent

ADD_DAYS(X) – X denotes the number of days that will be added to the current date

DATE_FORMAT(optional) – replace with the format notation for displaying the resulting date, e.g., dd/MM/YYYY

For example, you can send an email template with a promotion that expires in one week, and specify this expiration date in the template using the following tag:

[%CURRENT_DATE:ADD_DAYS(7):dd/MM/YYYY%]

New API Option to all Control Group Members per Campaign

The API function GetCustomerExecutionDetailsByCampaign has a new option enabling the extraction of all customers in the control group for a specific campaign. See this function’s documentation for details.

Retroactive Uplift Calculation for New Campaign KPIs

You can now add new “increase in” KPIs to the list of available campaign analysis metrics, providing you with additional ways to analyze the performance of your marketing plan. Once a new KPI is added, all existing campaigns that have run in the past 30 days will be retroactively analyzed using the new KPI. To add KPIs to your Optimove instance, contact your CSM.