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Generic newsletters deliver weak results
Increase newsletter performance
Average Order Value
The heritage brand Neckermann has its roots in catalog retailing. Today, it is also an established e-commerce player. The Austrian subsidiary neckermann.at is offering fashion, home goods, and tech to its customers. They approached Mapp looking to significantly improve the performance of its standard newsletter.
The newsletter was running on static product selections, chosen manually by the newsletter team. The goal was to replace those with personalized and dynamic product recommendation content, based on customers’ past purchases.
In collaboration with the Mapp partner trbo, recommendation blocks were developed that are automatically being personalized and delivered to each individual recipient via Mapp Engage — up to three times per week, directly within the newsletter’s first element.
Orders
Newsletter Click Rate
Average Order Value (AOV)
In January 2025, neckermann.at started including a recommendation block with four personalized products in every standard newsletter. This replaced the previously manually curated product block. Recommendations have since been tailored to each subscriber’s recent behavior and are updated in real time: they are generated when the email is opened.
The results speak for themselves: while static product blocks typically earned 200–300 clicks, the personalized recommendations now average 300–400 clicks — and in some cases, up to 500 — representing up to a 100 % increase.
The personalization strategy doesn’t stop at the newsletter, but continues onsite. Click behavior is continuously and automatically optimized in real time. This further shortens the path to conversion and strengthens customer engagement.
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