Personalize Emails in CI360: Show or Hide Parts of Content

[ManishaMago]

In the July 2019 release of SAS Customer Intelligence 360, a new feature allows you to personalize the content of your email messages in the Layout Manager. You can show or hide each block of the email content that is delivered to your recipients by adding business conditions to control how the content is displayed.  You can build these business conditions by using easy controls that let you add criteria and values, based on merge tags.   

Currently, you can use regular merge tags and merge tags with conditions to insert personalized text. The new feature offers next-level personalization as an enhancement, providing flexibility when you design your email content.

The Display conditions feature is available under the Additional Settings section of the settings pane for each content element in the Layout Manager. The user interface simplifies the process of defining which blocks of content each recipient will see in their email. You can add criteria and define business conditions to include or exclude a selected content element by selecting merge tags and specifying values. The suppression or inclusion of content is determined by the logical evaluation of the merge tag fields and their values, which are resolved from the customer data. By default, no conditions are specified.

Content elements that you can show or hide include text, view-on-web text, opt-out text, images, buttons, horizontal lines, and multiple columns blocks with various content elements. However, the conditional display of content is not supported for content blocks that contain creatives and messages. You can personalize multiple creatives in a content block by adding targeting criteria to each creative, thereby enabling you to specify which creative is delivered to each sub-segment of your recipients.

For example, you can send different promotional emails to recent buyers and to potential customers. You can include different paragraphs within separate text blocks for each of these scenarios.

For recent buyers who purchased a device, you can send the following message:

Thank you for shopping at the Digital Store. Receive fabulous discounts and deals each time you shop! Use the Digital Store Online App and get a 20% discount up to $100 on your next purchase.

For potential customers who did not purchase a device, you can send the following message:
Sign up for our Digital Store Online App and receive fabulous discounts and deals each time you shop! Get a 20% discount of up to $100 on your first purchase.

Deliver the personalized text by adding a business condition based on the data records for customer purchases. For example, you use the value of the “Product Purchases” merge tag from your customer data to determine which message to use in the email to the customer.

With some expertise in HTML, you can also add the business conditions in the HTML source code, if you do not want to use the Layout Manager.

See What’s New in the latest release of SAS Customer Intelligence 360. Find additional information about SAS Customer Intelligence 360 on the Learn page. The features described above are available in SAS 360 Engage: Email.

[Pushkraj]

Note:The "opt-out text" is legally required for all Marketing Emails and not mandatory for Emails that have purely Transactional type of content. The above capability lets you control display of 'opt-out text' based on data, however you need to adhere to the Legal obligations in the geography of your Email recipient.