How e5 brought Nosto recommendations into its emails

e5's webshop already showed personalised recommendations through Nosto. Together we brought them into Adobe Campaign, so customers see relevant products in their inbox too.

Industry: Fashion retail
Expertise: Personalisation, Marketing automation
Platform: Adobe Campaign

the same Nosto recommendations in both channels: Web + email
reusable recommendation blocks in Adobe Campaign: Per language
needed to add a block to an email: No developers

The challenge

The e5 webshop already showed automated recommendations through Nosto, based on past purchases and browsing behaviour. e5 wanted the same personal experience in its emails.

Email lagged behind the webshop
Recommendations lived on the site, but not yet in the inbox.
Each flow has its own purpose
Different campaigns, flows and audiences need different kinds of recommendation.
Not always enough data
A recommendation block needs something sensible to show when there's too little data about a customer.
Marketers in control
The team had to be able to add recommendations to emails without calling in developers.

Our approach

Nosto suggests products automatically, based on real-time behaviour such as clicked products, past purchases or browsing. We extended that logic to email.

Widgets in Nosto
With the e5 team, we decided which recommendations belong in which email flows. Think of recently viewed products, bestsellers in a category, alternatives for sold-out items and popular pieces among similar customers.
Styling and logic
The blocks got the right look and feel for e5's email templates. Nosto's own styling options are fairly limited, so we made adjustments in HTML and CSS. We also set up the fallback logic for when there's too little data.
Integration in Adobe Campaign
We handled the full technical integration with Adobe Campaign Classic. The Nosto snippets sit inside reusable personalisation blocks, per language and per widget type, that work across email templates.
Managed in one place
When something changes in Nosto, the update is made once and shows up everywhere the block is used.

Takeaway

The recommendations customers already know from the webshop now come to life in their inbox too.

More relevance per campaign
Every email can show products that fit the person reading it.
More clicks, more sales
Click-through rates are higher, and conversion is rising.
One experience across channels
Webshop and email show recommendations built on the same logic.
No endless manual work
Marketers add the blocks themselves, and personalisation runs automatically.