How to Use Personalized Product Recommendations in Your Transactional Emails to Drive Sales

Alexander Andrews 478911 Unsplash

A customer made their first purchase on your online store, which is great, but do you stop there? How can you inspire them to make another purchase?

We believe that personalized product recommendations could be the key to more repeat purchase.

Why Use Personalized Product Recommendations?

Today’s consumers want personalized ecommerce experiences.

In fact, a 2015 study found that 75% of “digital natives” expect e-commerce stores to deliver personalized shopping experiences

Likewise, further research found that that 45% of consumers are more likely to shop on a site that offers personalized recommendations and 56% of online consumers are more likely to return to a site that offers product recommendations.

Not at all surprising.

Let’s say your shopping. Do you check out recommendations if the items are based on your interests and purchase history? Or would you rather receive random recommendations, not based on your profile?

The bottomline is—we prefer to receive real-time personalized recommendations based on our shopper profile and buying behaviour. It makes the shopping experience faster, easier and more convenient.

For example, when you’re buying a phone accessory, I bet you check out the “Customers Also Viewed” and “You May Like” section to figure out the best product(s) you should buy.

Now, how can you get started with personalized product recommendations? We’ll talk about what you need to do!

Getting Started With Personalized Product Recommendations

We might be biased, but our favorite tool for in-store recommendations is LimeSpot’s Personalizer App. It delivers personalized product recommendations, upsell and cross-sell tools that result in better user experience, happier customers and higher conversions.  

Products on their popular and trending products section are based from collective user behaviors and matching personas. They group related items based on relevance and how users interact with them. They also have the ability to match the shopper’s context and persona in your ecommerce stores’ various landing pages and emails.


The best part?

LimeSpot’s real-time dashboard provides you with the data and reporting tools you need to track KPI.


Now, it’s easy to think that personalized product recommendations is a section placed in various pages of your website, but in reality, it’s more than that. You can place them on transactional emails to drive the best results.

Personalized Product Recommendations in Transactional Emails

Transactional emails have a high open rate.

Order confirmation emails have an open rate of  70.9%, which is 4x more than the average marketing email.

Not a real shocker.

Whenever you purchase a new item, you automatically check out your email to determine the success of your transaction. This is why transactional emails like order confirmation emails, shipping confirmation emails, abandoned shopping cart emails and so on—provide you with another opportunity to upsell your products.

In fact,  SmartMail found that product recommendations in emails can increase CTR by an astounding 300% or more! Meaning more potential conversions and sales for your website.

To encourage users who abandoned their shopping cart, Ralph Lauren places recommendations based on the item left by the customer. It’s a simple strategy, but it’s pretty effective at getting them to your ecommerce store.


Source: Comessync

Julep follows a strategy similar to Ralph Lauren. They recommend popular items and encourage customers to see the products again or view new arrivals.


Source: Smart Mail

Of course, for this strategy to work, you ought to give smarter recommendations. You should suggest products that are based on data and user segments like item similar to the product purchased, items bought by customers who also bought the product, and so on. Recommendations should be personalized for each customer to get the most conversions.

A good tip is to use Spently, an email template builder, to easily create transactional emails. The Starter plan provides you with the basic tools you need to customize transactional emails and drive repeat purchases with relevant marketing components.


You can then use it with LimeSpot to achieve personalization for your post-purchase emails or cart recovery emails.

Ready to Get Started?

Now that you know how to enable personalized product recommendations and how to create transactional emails, it’s time to integrate them to your e-commerce site.

Make personalized product recommendations based on customer profile and data. Create smarter recommendations based on purchase history, context, customer behavior, and popularity. 

Don’t forget to checkout LimeSpot and Spently — so you can place them within your store emails. 

If you're already using Spently, here's a help article to get you started with LimeSpot recommendations. 

Check out some other blog posts