Etsy said some visitors to its site like to browse the marketplace while others wish to see only items that match their style. The company said it was testing customized email marketing as part of a broader initiative to make the site better for shoppers, which it said would positively impact sellers.
As an example of how it was customizing its marketing, Etsy said it had recently sent an email test in which half of the buyers received an email with the same set of items, and the other half received custom sets of items based on their individual shopping preferences.
The group with customized recommendations were twice as likely to come back and purchase than the group that received the same set, Etsy said. “Not only do custom recommendations better connect the right buyers with the right shops, but they also bring exposure to a greater variety of sellers.”
It’s not the first time Etsy has tested customized emails. Last April, it famously tested a personalized email featuring new listings from buyers’ favorite shops when a bug caused the email to display sellers’ billing names rather than their shop names.
Etsy said it planned to test more custom shopping recommendations “to give buyers more ways to discover items. Overall, we see value in both curated and custom shopping experiences, as they serve different needs of shoppers. We’ll keep you updated on how we’re making the site better for shoppers and share when such improvements launch in the coming months.”
The announcement is available on the Etsy blog.