For any successful marketing campaign, one of the key ingredients is relevance of the campaign goal to the recipient. Content APIs allow you to create highly personalized campaigns dynamically for your users combining user behavior and product information.
For instance, if a user searches for a hotel but does not complete the booking, MoEngage’s Dynamic Content APIs can be used to send emails to the user with recommendations on similar hotels- giving the user an opportunity as well as multiple options to complete the transaction. Such targeted, relevant, and timely communication has been proven to have much better engagement and conversion rates as against generic email campaigns.
Using Content APIs in MoEngage
Let’s take a look at how MoEngage allows you to have rich, personalized, timely conversations with your customers by creating automated campaigns to address the above mentioned use case of users viewing the details of a hotel but not making the booking. To do this, you need to follow a simple three-step process:
- Add an API to MoEngage
- Create a personalized email campaign using the API
- Run the campaign
Step 1 – Adding the API URL
To set up an API to be used during MoEngage campaigns, we need to Add the URL and parameters of the Content API to the MoEngage platform under Settings > API Settings.
Step 2 - Using Content APIs to create Personalized Campaigns
Once the API URL is saved, users can start creating campaigns using any existing email templates with API calls embedded in the email. These campaigns can contain placeholders for different SKUs (in this case, hotels), along with the required formatting, segmentation, and triggering schedules.
We can see that the campaign has been created for the email to be sent after 5 minutes of a user searching for hotels at a destination but not making a hotel booking. The email campaign is configured to perform the following activities:
- Invoke the Content API to fetch hotels recommended for the user based on the search parameters like destination, check in and checkout dates, no. of adults and children etc
- Populate the email with details of the recommended hotels like the name, rating, price, image and ranking in an html-formatted, personalized email.
- Do this for every user belonging to the specified segment dynamically without any manual input.
Step 3 – Running the campaign
When this campaign is run, every time a user (belonging to the selected segment) performs a Search activity, she will receive an email with hotel recommendations as shown below.
To get an in-depth understanding of how email personalization can be used, check out our templating language documentation.